Roche Diagnostics India Unveils #BeYourOwnShero Marketing campaign to Educate Women of all ages About Cervical Most cancers Avoidance
Cervical Cancer is India’s next most common cancer, influencing far more than 1.23 lakh women every yr. All around 77,000 Indian females die of the illness. In spite of staying the only preventable cancers, consciousness about efficient and trusted screening resources continues to be bad.
The actuality that there is stigma, dread and lack of energetic platforms that push conversations about India’s want for cervical cancer screening programmes, both equally at the general public overall health and purchaser degree, has compelled Roche Diagnostics India to launch the #BeYourOwnShero campaign.
And who greater than Vidya Balan, celebrated for groundbreaking a transform in the portrayal of gals in Bollywood and an epitome of bravery, could be the voice that drives this induce.
#BeYourOwnShero is an integrated marketing campaign with social and electronic advocacy initiatives, engaging influencers and clinical specialists, as nicely as partnerships and on-floor pursuits to teach girls about cervical cancer facts, crack myths about vaccination as opposed to screening, as properly as advise them about the gold standard HPV take a look at.
The campaign incorporates the start of 4 Hero films throughout various electronic platforms – Facebook, YouTube and LinkedIn and a devoted resource hub cervicalcancer-avoidance.com. where fascinated gals can sign up for more information and facts on HPV screening.
The marketing campaign is a aspect of Roche’s long-expression motivation and an ongoing initiative to travel significant change by way of partnerships, conversation, funding and motion to enable near the gaps in women’s overall health and decrease the stress of cervical cancer in India which accounts for just about 25% of world wide circumstances.
As the initially leg of the campaign, Roche Diagnostics India launched free of charge HPV screening for all gals personnel and gals loved ones customers of male staff in the needed age group (35-65 years)1. Although 82% of the eligible workforce opted for screening, Roche Diagnostics India established forth to develop its efforts in bringing down the load of cervical cancer in India.
The two Hero movies released so much have garnered about 3 million views and have been trending on Fb and YouTube. Roche Diagnostics India’s follower development on social media has enhanced by 15% in the thirty day period of March and its YouTube follower advancement has been additional than 80%.
The firm has also partnered with the Most cancers Recognition, Avoidance and Early Detection Believe in (CAPED) to drive recognition about HPV screening amongst functioning ladies from Mumbai, Delhi, Chennai, Hyderabad & Bangalore. As section of this initiative, CAPED will attain out to 10,000 ladies across these 5 metros and carry out all around 100 workshops.
Roche has also engaged with foremost health care specialists these types of as Dr Hrishikesh Pai, President, Federation of Obstetricians & Gynecologists of India (FOGSI), Dr Rishma Pai, honorary consultant gynaecologist at Lilavati, Jaslok and Hinduja Well being Treatment Hospitals, Mumbai, Dr Nandita Palshetkar, Co-founder, Bloom IVF, and Dr Priya Ganesh, Chairperson ONCOLOGY Committee FOGSI to make advocacy at scientific amount.
Roche has also introduced the #MyStoryForChange initiative – a exclusive system for ladies to share stories that seize inadequacies or shortcomings in healthcare obtain. So significantly, Roche has collected a lot more than 500 tales from females throughout the world.
Talking about the motive that impressed her to sign up for the marketing campaign, Vidya Balan mentioned, “An common Indian female wakes up each individual early morning to combat the lesser battles of lifetime. Receiving her youngsters ready for university, operating to capture a bus going to perform and keeping life afloat. But in this day by day schedule she seldom thinks of her possess health and wellbeing. The rationale I joined the marketing campaign is to educate women of all ages across the country about the added benefits of timely screening for cervical most cancers. For illustration, I was shocked to know that this is the only most cancers that is preventable if screened on time. It is essential that we girls obstacle the standing quo and choose essential steps to target on our health and build the substantially-essential systemic change in health care results.“
Manjira Sharma, Head of Interaction & CSR, Roche Diagnostics & Neighbouring Marketplaces claimed, “Our #BeYourOwnShero campaign focuses on educating females and inspiring them to just take control of their health and combat debilitating disorders these as cervical cancer which is preventable. We are incredibly joyful to share that our aspiration to stop cervical cancer in India is supported by Vidya Balan and institutional associates these kinds of as the CAPED to even more fortify our endeavours.”
The WHO has been fully commited to eradicating Cervical Cancer by 2030 by focusing on vaccination, screening and remedy and recommends cervical cancer screening as a result of a superior performance HPV DNA test. Ladies amongst the ages of 30-65 yrs are recommended to be screened and the check wants to be repeated each 5-10 decades. In truth, screening even just twice in a lifetime as soon as at 35 yrs and then at 45 years is helpful.
By educating women and inspiring them to choose manage of their overall health, the #BeYourOwnShero marketing campaign is a phase towards building the a lot-necessary systemic and behavioural modify in prioritising overall health and modifying the health care trajectory. Nonetheless, the query is how do we make headway in shifting the state of mind of individuals and policymakers How can we integrate self-treatment into our tradition so that it is carried out with No exceptions, no exclusions, no excuses
The group at Roche Diagnostics will be ready to share insights, views and inputs for any of your questions.
About Roche Diagnostics India
Roche is the world’s premier biotech company. Roche Diagnostics India Pvt. Ltd. set up in the 12 months 2002 has places of work located in Chennai, Delhi, Kolkata and Mumbai with above 400 staff. Our broad vary of ground breaking diagnostic checks and methods engage in a pivotal purpose in the groundbreaking area of integrated healthcare alternatives and cover early detection, focused screening, analysis, and sickness checking. Roche Diagnostics India performs with the aim of “Undertaking now what sufferers will need following“, therefore preparing for the nation’s upcoming healthcare needs.
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1The WHO endorses HPV screening involving the ages of 35-65.