Spearheaded by Avon India, the #PayAttention hashtag on Twitter takes the help of celebrities to educate people on breast cancer and the importance of breast self-exams.
According to an statistical report on breast cancer in India, breast cancer accounts for 25% to 32% of all female cancers in cities like Mumbai, Delhi, Bengaluru, Bhopal, Kolkata, Chennai and Ahmedabad. This implies, practically, one fourth of all female cancer cases are breast cancers.
According to a report by Business Standard, delay in early diagnosis of breast cancer may kill 76,000 Indian women in a year by 2020 and hence it is essential that necessary steps are taken to identify the ailment during the early stages itself. National Cancer Registry stated that breast cancer is one of the most diagnosed type of cancers in Indian women, and the disease is a threat to one in every 28 women in India.
One in every two Indian women diagnosed succumbs to this disease but however, doubling the duration of hormone therapy for women with early-stage breast cancer from five to 10 years reduces the risk of recurrence and developing tumours in the other breast.
Read More: Decade of hormone therapy reduces breast cancer recurrence: Study
While October is celebrated as Breast Cancer Awareness Month worldwide a campaign to promote awareness is already making waves. Recently several stars in Bollywood took to Twitter to show support to the cause.