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CenturyPly pledges pink to encourage early detection of breast cancer

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MUMBAI: To mark the breast cancer awareness month, CenturyLaminates, one of the largest manufacturer and provider decoratives in India from the house of CenturyPly, announced the Pink Pledge campaign to raise awareness on the prevention of breast cancer at an early stage. This initiative at CenturyLaminate's end aims to motivate women to self-examine lumps and promote the benefits of early detection.

With approximately 1.15 million women being diagnosed with breast cancer in 2018 and only about 50% chance of survival, early detection is significantly critical to decrease mortality rates. According to WHO, one in every 12 women is at risk of a breast abnormality. Therefore, with this campaign, CenturyLaminates is taking a conscious attempt to encourage and influence both men and women to take a pledge for the early detection of breast lumps.

As a part of the campaign, people to click pictures while holding or wearing anything in PINK and post the same on their social media assets with the hashtag #PINKPLEDGE, tagging @centuryplyofficial and five close mates they care about to support the cause of early detection. Women to post the pictures, writing 'I take the pledge of getting self-checked for lumps', and in case of men, 'I take the pledge of getting a woman self-checked for lumps' will be the caption. This initiative aims to create a chain of posts, where the company will contribute INR 10 for every post towards the cause.

The awareness campaign will be promoted through CPIL Website, official social media assets, and hoardings in Kolkata. CenturyPly has also associated with Radio Mirchi and Red FM to leverage the campaign by increasing conversations around it and engaging the target audience at a grass-root level.

Breast cancer is the largest cause of cancer deaths in women today, where 90% of women in a global scale detect breast lumps accidentally and not by a conscious effort. Encouraging the well-being and women empowerment, CenturyPly, strongly feel the need to engage better with the community, and to raise awareness towards the disease in order to promote preventive measures and early detection.

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