By THÉRÈSE MARGOLIS

For the 12th straight year, Mexico City’s Avenida Reforma will be drenched in a sea of bright pink T-shirts and baseball caps come Sunday, Oct. 28, when Avon Cosmetics hosts its Annual Walk and Run for Life for breast cancer prevention and early detection.

The incidence of breast cancer in Mexico is on the rise, with one in eight women contracting the disease during their lifetimes-

Avon’s 2018 10-kilometer run and 5-kilometer walk will kick off from Avenida Reforma’s Diana Fountain at 7 a.m., and continue down Avenida Reforma through Chapultepec Park.

A smaller Avon Walk and Run is slated to be held in Celaya, Guanajuato, on the morning of Sunday, Oct. 7.

An unprecedented 12,000 men, women and children are expected to participate in the races this year, with all proceeds earmarked to help sponsor beast cancer institutions in Mexico.

Participation in the Mexico City marathon will entail a 300-peso donation, and will entitle the runner to a T-shirt and Avon product goodie bag.

The donation for the Celaya run will be 225 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.

“Avon is and always has been for and about women,” said the company’s vice president and general manager for the northern part of Latin America, Magdalena Ferreira Lamas, during a press conference earlier this week to announce the race.

“That is why we have always been involved in projects like this that help women.”

Over the course of the last 33 years that the company has been participating in the fight against breast cancer, Avon has raised more than a $1 billion worldwide.

Last year, the run in Mexico produced more than 10 million pesos, which was divided between 13 foundations for 16 projects focused on screening, treatment, research, public awareness and reconstruction.

This year’s Avon marathon is being cosponsored by several Mexican and transnational firms, including Barrinolas, IMU, Algarabia, Sorriana, Innovasport, Grupo Fórmula, 1Ride Indoor Cycling Studio, Epura and Gatorade.

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

More information

The 12th annual Avon Walk and Run for Life will take place in Mexico City on the morning of Sunday, Oct. 28, leaving from the Diana Fountain located at Avenida Reforma and Mississippi and will continue up through Reforma Chapultepec.

A smaller version of the race is slated to take place in Celaya, Guanajuato, on Sunday, Oct. 7.

For more information on these events or to sign up to participate, check out the webpage www.carrera-avon.mx.