Estee Lauder has tied up with Uber and its for a very noble cause

It is no news that whole world celebrate October as the breast cancer awareness month. People hold conferences, arrange Pink marathons and several other activities to educate them about disease. However, what Uber, the technology company and Estee Lauder Companies are doing to raise awareness for Breast Cancer is interesting. They are planning a series of innovative sensitization programmes to stress on the importance of early detection.

For this, they will be charging Rs 10 each for every Uber ride taken across India with a goal to raise Rs 1 million through its promo code UBERBCAINDIA, which will support Tata Memorial Hospital - Women’s Cancer Initiative for breast cancer treatment and awareness in India.

Amit Jain, President, Uber India, said, "We're proud of our association with The Estee Lauder Companies for the 2015 BCA Campaign, one of the most popular and successful Breast Cancer Awareness campaigns across the world. Partnering with 2015 BCA campaign, we at Uber hope to build more awareness in India towards the world's most common cancer among women."

As part of this initiative this month, Mumbai’s iconic Bandra-Worli Sea Link will also be illuminated in pink from 9th – 16th Oct, to stress on the importance of early detection.

According to the World Health Organization (WHO), Breast Cancer is the most common cancer among women worldwide, and is increasing particularly in developing countries where a majority of cases are diagonosed in the late stages. It is acknowledged that early detection of breast cancer, while at a localized stage, increases a woman’s five-year survival rate to 98%. Through initiatives spread throughout the Breast Cancer Awareness month of October, Uber strives to stress on the importance of taking steps towards early detection of the disease.

Individual donations could also be made, by depositing cheques in favour of Women’s Cancer Initiative – Tata Memorial Hospital which can be dropped off at any Estée Lauder, Clinique or Bobbi Brown Cosmetics store in India.

(Image Credits: Indiatimes)