Press briefing on the "Avon Breast Cancer Crusade" 2011 Charitable Walk

As part of the “Avon Breast Cancer Crusade” charitable program, Avon, together with Fleishman-Hillard Vanguard, held a press briefing on the Fifth Avon Charitable Walk, which took place on May 28th on the central streets of Moscow. The briefing announced a new format and concept for the Anniversary Walk as well as other important news about the Program.

The Avon Charitable Walk has become a tradition for Moscovites and visitors from over 90 cities in Russia. Every year, more than 5000 people gather at Vasilyevsky Spusk to walk through the main streets and along the capital’s riverbanks to draw public attention to a crucial problem of women’s health – breast cancer.

“If you are faced with this dreadful disease, don’t give up, you will win! Join us and fight!”  That was the message from famous writer and ambassador for the Charitable Program, Darya Dontsova. This phrase became a motto for the Fifth Avon Walk. Pink boxing gloves reflecting women’s fight for health and happiness became a symbol of this year event.

At the press briefing on the Fifth Annual “Avon Breast Cancer Crusade” Walk, Avon representatives spoke about their partnership agreements with Johnson&Johnson, Sanofi-Aventis and Siemens.

“This is the fifth time we have walked across the central streets of the capital to draw the attention of thousands of Russian citizens to the problem of women’s health. Every year we organize everything necessary to make sure the participants are comfortable. This year we made the entrance free to allow every visitor to join us. I believe that the 2011 Walk was the most outstanding charity event of the year” commented Marina Artyukh, Head of the “Avon Breast Cancer Crusade” charitable program.

Fleishman-Hillard Vanguard provides PR support to Avon in Russia.

Charity Walks under the auspices of the “Avon Breast Cancer Crusade” program have been taking place in 50 countries for more than 10 years. This grand initiative has helped to raise more than $122 million to help fight breast cancer. The Fifth Anniversary Walk took place with support from the Ministry of Public Health and Social Development of the RF, the Moscow Government, the department for the Public Health of Moscow, public organizations, ambassadors and medical experts from the “Avon Breast Cancer Crusade” Program. In 2010, the “Avon Breast Cancer Crusade” Charity Walk received the Award for Excellence in the category “Charitable event of the year”.

Avon’s charity program the “Avon Breast Cancer Crusade” started in Russia in 2002 and is a perfect example of corporate social responsibility. During the 9 years of its presence in Russia, the charitable program’s initiatives have been supported by the Ministry of Public Health and Social Development of the RF, public organizations and the medical community.  In the “Brand of the Year/Effie” competition the Avon Charitable Program was described as the most successful social project in Russia.