#PAYATTENTION : Breast Cancer does NOT Discriminate

Arjun Kapoor, Ali Fazal, Ali Zafar, Athiya Shetty, Dia Mirza, Disha Patani, Divyanka Dahiya, Hrithik Roshan, Farah Khan, Gauhar Khan, Mini Mathur, Kiara Advani everyone paid attention to Breast Cancer- a disease that does not discriminate. Within a week, the Awareness Campaign has reached 56,899,704 users as of yesterday.

 It is all about making a difference, and almost every star in B-town took to twitter to show support to a cause that is taking social media by storm. While the list keeps increasing by the minute, with more and more celebrities joining in with their support to a threat that grips our nation – Breast Cancer. A brand has taken it upon itself to break every myth that surrounds the cause. The objective as visible in the outreach of the campaign - to reach every household in India, educating men and women on the importance of the breast self-examination. While many perceive that breast cancer can only occur to elderly women, the campaign stresses on the importance of awareness amongst the young as the average age of diagnosis has moved from a late fifty to an early thirty.

Within 7 days of urging people to #PayAttention, the initiative has generated interest from every nook and corner of our country. According to a recent report, lack of early diagnosis of breast cancer may kill 76,000 Indian women in a year by 2020. Breast Cancer is one of the most diagnosed type of cancer, amongst Indian women. An eight year old was recently diagnosed with breast cancer in Utah, and the disease is a threat to 1 in every 28 women in India. One in every two Indian women diagnosed, succumbs to this disease. Through the #PayAttention Campaign, Avon wants to educate people to incorporate a five-minute monthly ritual in their lifestyle - a breast self-examination. 70 percent cases detected early can be cured.

While Arjun Kapoor, Gauhar Khan and RJ Jeeturaj has taken it upon themselves to help the campaign reach more and more people, it is commendable that a noble cause has generated such momentum in the hearts of so many influencers leading the initiative.