ELLE CARNIVAL FOR A CAUSE
~ Where Fashion Joins Hands Against Breast Cancer
~
Mumbai, May 18th, 2014: Through its Fashion Joins Hands Against Breast Cancer initiative, ELLE augments work in the area of
breast health under the auspices of the Ogaan
Cancer Foundation, which supports the Women’s Cancer
Initiative – Tata Memorial Hospital.
The fashionable afternoon, in association with The Taj
Mahal Palace Hotel saw delightful gathering of city’s social brigade in
full force to support a cause. The carnival held on Sunday afternoon, saw the
presence of Mumbai’s glitterati such as Esha Gupta, Amrita Puri,
Falguni & Shane Peacock, Neeta & Nishka Lulla, Sapna Bhavnani, Vikram
Raizada, Devika & Suresh Bhojwani amongst many others.
Fashion Joins Hands Against
Breast Cancer is ELLE magazine’s initiative to work with
members of the fashion fraternity who donate creations, which will be retailed
through the carnivals. Participating designers include Tarun Tahiliani, Masaba,
Vineet Bahl, Neeta Lulla, Rohit Gandhi, Rahul Khanna Shantanu and Nikhil,
Sabyasachi and many more along with a silent auction featuring designer
merchandise from prestige brands like Tod’s, Christian Louboutin, Louis
Vuitton, Christian Dior and Chanel and many more was also held at the do.
With two successful fund-raising events in Bangalore and
New Delhi, the carnival culminated on a grandeur note with an afternoon at the
Taj Mahal Palace Hotel, Mumbai to flag off the finale of ELLE Carnival for a Cause series of events.
Another unique initiative undertaken is the ‘Save the Twins’
campaign which will be promoted through social media channels and aims to
garner support by tweeting/posting with the hashtag - #SaveTheTwins.
The Carnival also had a series of fun activities like
tarot-reading, nail art, fortune-telling, innovative games like can cancer,
ring cancer and basketball; all this, while a live band - Jukebox set the beat
to the fundraiser with a heart.
ELLE Carnival for a Cause
is a unique way to raise funds, since the designer-wear is affordably priced at
heavily discounted prices, enabling a wider audience to contribute and be a
part of the initiative. Along, with great discounts are available on high
street fashion brands, beauty products and super stylish accessories.
Talking at the success of the carnival, Aishwarya Subramanyum,
Editor-in-Chief, ELLE said, “The statistics on breast
cancer are alarming. In urban India, it's one in 30 - a risk we simply cannot
ignore. All it takes is a self-examination once a month, and early detection
that really does save lives. For 10 years now, ELLE has been increasing
awareness and raising funds through the Carnival for a Cause. We want young
women, our readers, to be healthy and happy.”
The Taj Mahal Palace Hotel, Mumbai continues its endeavour
to create meaningful and memorable experiences for its patrons and are pioneers
in the hospitality industry. The hotel team had put together an exclusive &
sumptuous menu with star dishes for the guests.
In support of this cause, Gaurav
Pokhariyal, General Manger of The Taj Mahal Palace, Mumbai said, “The
Taj Mahal Palace, Mumbai is proud to join hands with ELLE in their fight
against breast cancer. It gives us immense pleasure to be able to support such
an important cause and help bring about greater awareness.”
About Ogaan Cancer
Foundation and ELLE Breast Cancer Campaign
Started in 2007, the Ogaan Cancer Foundation has been
promoting and augmenting efforts for the cause of breast cancer through its
flagship publication, ELLE. India’s premier fashion and lifestyle
magazine for women, with a circulation of more than 80,000 copies, ELLE has
been instrumental in upholding the cause and in disseminating information for
the benefit of women through its issues.
Over the years, the Ogaan Cancer Foundation – a
registered non-profit under Section 25 of the Companies Act) – has risen
over ` 2.5 cr for the cause. The sum is especially significant because the
campaign targets small individual donors – the average donation is under
` 3000. Over the years, over 4000 people have joined this movement by
contributing their time, services, products or donations and actress Sonam
Kapoor is the cause’s ambassador.
ELLE hopes that its association and efforts will boost the
Foundation’s ability to garner support, both monetary and emotional,
ensuring that women, principal readers and also the biggest target group for
breast cancer are better equipped and that the community they are surrounded by
is sensitised to handle the issue effectively.
About Women’s
Cancer Initiative – Tata Memorial Hospital (WCI-TMH)
WCI-TMH was founded by Mrs Devieka Bhojwani in
partnership with the Tata Memorial Hospital in 2003. It has been designed to
take care of various issues related to cancers in women such as breast,
cervical and ovarian cancers. The foundation is based at Tata Memorial Centre,
Mumbai, one of the leading hospitals in the country, working on treatment,
education and research in the field of cancer. The foundation has undertaken
numerous initiatives to create awareness and emphasise the importance of early
detection. It aids R&D on the causes and cures of the disease, facilitates
interaction between professionals through annual breast cancer conferences.
WCI-TMH also organises an ‘Open Forum’ for members of the general
public to interact with experts in the field of cancer. However its core
activity is financially supporting over 500 women annually who are unable to
afford their treatment but have over an 80 per cent chance of recovery.
About The Taj Mahal
Hotel, New Delhi
The Taj Mahal Hotel on Number One Mansingh Road, New
Delhi is one of the most distinguished addresses in the national capital. Its
proximity to the seat of government, the city’s diplomatic corps and
business district has furthered The Taj Mahal Hotel’s reputation as the
epicenter of the Delhi. The graceful architecture blends aesthetically with
modern facilities at The Taj Mahal Hotel. Indeed, it is a tribute to
hospitality and service, complimenting the broad boulevards and leafy splendor
of Delhi’s chief architect, Edwin Lutyens.
Fact Sheet –
Breast Cancer
Breast cancer has overtaken cervical cancer as the
number one cancer in all women in India. In urban India the risk is one in 30
– just two years ago, it was one in 40.
In India, 61 per cent of breast cancer patients are
between the ages of 35 to 50, compared to patients in the West, who are mostly
post-menopausal.
Fifty-six per cent of Indian patients have large
tumors (2 to 5 cm) while in the West, they are usually small tumors.
The majority of cancers in India are grade III, and 42
per cent have spread to the armpit already, whereas in the West, they are
caught in the early stages.
Seventy-five per cent of breast lumps are benign, yet
50 per cent of women in India report for a check-up in advanced stages.
Statistics show that lifestyle changes increase our
chances to develop breast cancer, but early detection greatly improves survival
rates, and awareness is our biggest weapon in this battle.
Factors that increase
risk include:
• Early merarche, late menopause
• Having children after the age of 30 or not
having children at all
• Limited or no breast feeding
• Obesity, lack of exercise
• Regular intake of alcohol (more than 3 drinks
per week)
• Smoking
How to catch it in
time:
• Self breast exam – monthly from the age
of 20
• Clinical breast exam – once every year
for women above 35, more often for high-risk groups
• Screening mammography – can discover a
lump 2 years before it is felt
• If you are above 45 years of age, get an
annual scan
