‘Feel the #BoobLove’ campaign to promote breast health awareness

Global beauty brand Avon has launched an impactful awareness campaign in Malaysia as part of Breast Cancer Awareness Month, aiming to shed light on the importance of self-examination and community involvement in the fight against breast cancer.

Avon’s recent study, known as the Boob Census, reveals some concerning statistics about breast health awareness among women in Malaysia. Over a third (34%) of women admit to not checking their breasts for signs of changes at least once a month, while a surprising 13% have never performed breast self-examinations. Alarming, the number jumps to almost a fifth (17%) among 18–24-year-olds.

For those who neglect this vital health check, the reasons vary. Nearly two-fifths (39%) forget to check, while almost a third (29%) are unsure about what to look for. Additionally, almost a fifth (16%) of women admitted that fear and worry deter them from examining their breasts regularly.

Boob census reveals alarming stats

Avon’s comprehensive study surveyed 4,065 female respondents (18+) from various countries, including the United Kingdom, South Africa, Poland, and the Philippines. An additional study involved 2,976 teenage girls aged 14-17 from the UK, Italy, Philippines, Turkey, Poland, Romania, and South Africa, providing a global perspective on breast health awareness and education.

With the alarming statistic that one in seven women will be diagnosed with breast cancer in their lifetime, early detection becomes paramount. This Breast Cancer Awareness Month, Avon is encouraging its community to “Feel The #BoobLove” by incorporating breast self-examinations into their monthly routines. Recognizing what is normal for their bodies can make it easier to detect any changes that could be indicative of cancer.

One of the concerning findings in the study is that more than one in ten (14%) women admitted they have never been told how to check their breasts. Among those who knew how to perform self-examinations, the primary sources of information included general practitioners or medical professionals (34%), online research (30%), television (20%), parents or guardians (15%), and educational institutions (14%).

Communication barriers among teenagers

Among teenage girls aged 14-17, the study revealed communication barriers surrounding breast health. Over a fifth (21%) expressed discomfort discussing breast health with friends, citing embarrassment (33%) and privacy concerns (48%). Furthermore, almost a fifth (18%) felt uncomfortable discussing breast health with family members due to similar reasons, with 40% finding it embarrassing and 33% considering it a private matter.

Alarmingly, the study highlighted that more than half (63%) of teenage girls had not received education about breast health in school. Among those who did, family members (51%) served as the primary sources of information. Social media platforms, including TikTok, played a significant role in breast health awareness for a third (33%) of teenagers, with nearly three-quarters (72%) stating that they were more likely to pay attention to breast health messages encountered on social media.

Opening up the conversation on breast health

Avon’s research underscores the need to open up conversations about breast cancer, starting from a young age. Empowering women and girls with awareness and confidence regarding their long-term health and well-being is crucial.

As part of its Breast Cancer Promise, Avon continues to educate its global community, including employees and representatives, about the signs and risks associated with breast cancer, as well as how to take proactive steps for their health.

Angela Cretu, CEO at Avon, emphasized the significance of the campaign, saying, “Awareness and early detection save lives. That’s why this Breast Cancer Awareness Month, we want every woman to Feel The #BoobLove. By opening up the conversation and talking about our experiences, we’re raising awareness and breaking down barriers to empower more and more women to take proactive steps for their health.”

Avon has remained committed to its Breast Cancer Promise for over 30 years, donating a staggering US$951 million to breast cancer causes worldwide, educating 180 million women, and funding breast screening for 17 million women across the globe.

Malaysia’s 2023 Campaign

In Malaysia, Avon’s “Feel the #BoobLove” campaign features Azreen Hakim, a courageous young breast cancer survivor who shares her journey and advocates the importance of self-examination. Avon is also launching a fundraising drive from October to December. During this period, RM1 from each purchase of selected products will be donated to the National Cancer Society Malaysia, one of Avon’s NGO partners in Malaysia. The funds raised will be utilized for mass education and grassroots outreach programs.

Malaysians can make purchases through Avon Representatives, Avon Beauty Boutique, or the Avon website at https://shop.avon.my.

To learn more about how to “Feel The #BoobLove” and access resources and support, visit: https://www.avonworldwide.com/supporting-women/breast-cancer.