Why should doing something against breast cancer matter? Because for the many women who suffer from the disease, every action, though seemingly small, may have a huge and concrete impact on their lives. Little things, as we know, collectively lead to bigger actions and awareness for an important issue – as breast cancer remains the number 1 killer of Filipino women. 

That’s the premise of the Avon Kiss Goodbye to Breast Cancer (KGBC) 2013 campaign, Do Something Beautiful Against Breast Cancer. The idea behind it is simple enough – it speaks to the Filipino’s innate trait of being matulungin or helpful, doing something for someone because you are capable and are willing to help another in need. 

As the foremost advocate of the breast cancer cause, Avon raises awareness and funds – US$740 million globally since 1992 –to forward breast cancer education and awareness, screening and diagnosis, and scientific research.

Here in the Philippines, KGBC has helped establish the Breast Care Center at the Philippine General Hospital (PGH) Cancer Institute, as well as have a Mammography Unit installed and grant funding for the treatment of indigents since its launch in 2002. It has also established a regular support group for patients and survivors.

This year, the company for women reaches out to more supporters by harnessing the power of the digital platform. The campaign has gathered a band of online advocates and supporters, led by Avon KGBC Ambassador Solenn Heussaff, who engages their followers and social media communities to push awareness and involvement, declaring their support for the cause with the hashtag #DoSomethingBeautiful.

“The KGBC campaign has a message that it wants to put out to every Filipino,” says Louie Migne, Avon Director for Communications, Asia Pacific and the Philippines. “And we feel that new and social media are powerful communication channels that can provide significant assistance in accomplishing this.”

She continues, “We want people to get personal with breast cancer. With this platform, you can show support and do something beautiful in your own way for the hundreds of Filipino women who need you on their team to fight this deadly disease. Every kind word, encouraging gesture, and meaningful action counts.”

The campaign’s official partners Philippine Cancer SocietyGMA Network Inc., , SM Supermalls,  Ford Philippines, and Sony Philippines, are also each doing activities in connection with the KGBC 2013 thrust.

Do Something Beautiful Against Breast Cancer culminates with the annual Avon KGBC Walk and Run Events that drive the campaign further by encouraging active participation. On October 13 at the SM Mall of Asia Open Grounds, one can Run a 5 or 10k or Walk as one to help more people understand that the best way to fight the life-threatening condition is through awareness and early detection. The Registration for the Run is currently on going at Chris Sports branches, Fitness and Athletics at The Fort and online via www.avon.com.ph,or facebook.com/AvonPhilippines, while those interested to join the Walk can simply purchase the 2013 KGBC T-shirt from an Avon representative. 

Part of the proceeds of these is earmarked for the breast cancer fund, which benefits the Philippine General Hospital Breast Care Center and selected provincial hospitals.

Truly, with Avon, each individual is now presented with the incredible opportunity to step up to the plate and Do Something Beautiful Against Breast Cancer – and in doing so, make a concrete difference in the lives of others.