Like competitor Revlon, Avon’s philanthropic branch, Avon Foundation for Women, is turning its focus once more to women’s health. The foundation has launched a new campaign aimed at raising awareness of breast cancer.

The initiative, which carries a social media-friendly tagline #BeABreastFriend, is designed to get women to remind their friends to attend regular check-ups and carry out breast exams at home.

The direct sales giant has launched a YouTube video to highlight its cause as well as a website, allforthebreast.org, which offers helpful resources for those suffering from the disease.