The News
Sunday 26 of May 2024

A Race against Breast Cancer

Avon's annual race against breast cancer has become a major event in Mexico,photo: Avon
Avon's annual race against breast cancer has become a major event in Mexico,photo: Avon
The 10-kilometer run and 5-kilometer walk will be held under the slogan of “Cada Paso Es por Tí”


Avenida Reforma will be drenched in a sea of bright pink T-shirts and baseball caps on Sunday, Oct. 29, when Avon Cosmetics hosts its 23rd Annual Walk and Run for Life for breast cancer prevention and early detection.

The 2017 10-kilometer run and 5-kilometer walk will be held under the slogan of “Cada Paso Es por Tí” (“Every Step Is for You”), intended to highlight the fact that almost every family in Mexico is touched by the disease in one way or another.

Every participant is a winner in the fight against breast cancer. Photo: Avon

“We are all going to be running for someone who is close to us, since one in eight Mexican women will develop breast cancer in their lifetime,” said Magdalena Ferreira Lamas, vice president and general manager of Avon for Latin America, during a press conference to announce the upcoming marathon.

“This race is not just about women; it’s about families. And we encourage, men, women and young people to participate in it.”

Gerardo Castorena Roji, head of the ABC Medical Center’s Breast Cancer Early Detection Clinic, pointed out that while breast cancer can be fatal, the race is also about hope.

“We hear far too much about how breast cancer is a deadly disease,” he said.

“But the fact of the matter is that, while it cannot be prevented, it can be treated and patients today have an overwhelming chance of survival.”

While the incidence of breast cancer in Mexico is on the rise, the cure rate is higher today than it has ever been before, he said.

In fact, Castorena Roji said, even though, according to government statistics, about 70 percent of breast cancer cases in Mexico are detected in the later stages, 65 percent of Mexican breast cancer patients will survive.

Every year more Mexican men and women sign up for the Avon Marathon. Photo: Avon

Castorena Roji added that in some First World countries such as the United States and Great Britain, the survival rate is now as high as 85 percent.

“We can reach those same numbers here is Mexico,” he said.

“We have the technology, equipment and the expertise, but we need to work on getting the message out for women to get checked on an annual basis so that, should they get the disease, it can be detected early and treated before it has advanced to stage three or stage four. Early detection means a better outcome.”

Ferreira Lamas said that one of the main objectives of the pink-out sprint is to create more public awareness and to encourage women to get checkups.

“Every woman needs to do a monthly self-examination, have a clinical examination from her doctor once a year and, after age 40, get a yearly mammogram (earlier if there is a family history of the disease),” said Laura Suchil Bernal, head of government orientation for the National Institute of Cancerology (Incan).

At least 11,000 people are expected to participate in this year’s Walk and Run, which will begin at 7:30 a.m. from the Diana Fountain roundabout and continue down Avenida Reforma through Chapultepec Park.

A smaller Avon Walk and Run is slated to take place in Celaya, Guanajuato, on the morning of Sunday, Oct. 8.

Participation in the Mexico City marathon will entail a 289-peso donation, and will entitle the runner to a Cada Paso Es por Tí T-shirt and Avon product goodie bag.

The recommended donation for the Celaya run will be 219 pesos.

People can also help out by purchasing special Avon Pink Products during the month of October (International Breast Cancer Month), with all proceeds going to help in the fight against the disease.

“All the money raised through the marathon and the sale of Pink Products will go to help breast cancer institutions across Mexico,” said Ferreira Lamas.

“Avon, which has been in existence for 135 years now and has been in Mexico for 65 years, is first and foremost a company for and about women. That is why we have always been involved in projects like this that help women.”

In the 32 years that the company has been participating in the fight against breast cancer, Avon has raised more than a $1 billion worldwide, she said,

Last year, the run in Mexico produced more than 9 million pesos, which was divided between 13 foundations for 16 projects focused on screening, treatment, research, public awareness and reconstruction.

“This is truly a race for life,” said Suchil Bernal.

“It is an event for the celebration of life, as well as a way to raise money for foundations, institutions and organizations.”

This year’s Avon marathon is being cosponsored by several Mexican firms, including Comercial Mexicana, Barrinolas, IMU, Algarabia and Bedoyecta of Laboratorios Valeant.

The Avon Breast Cancer Crusade was first launched in the United Kingdom in 1992, and later extended to over 50 countries, including Mexico in 1994.

More information

 The 17th annual Avon Walk and Run for Life will take place in Mexico City on the morning of Sunday, Oct. 29, leaving from the Diana Fountain located at Avenida Reforma and Mississippi and will continue up through Reforma Chapultepec.

 The run will begin at 7:30 a.m. and the walk will begin a half hour later.

 A smaller version of the race is slated to take place in Celaya, Guanajuato, on Sunday, Oct. 8.

 For more information on these events or to sign up to participate, check out the webpage 


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Photo: La Costeña

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