In order to combat breast cancer, Tata Trusts and Prashanti Cancer Care Mission in association with Swasth India, launched a unique initiative Sunday, titled #LosingIsNotAnOption, India’s largest breast cancer screening drive. The initiative targets over 2.3 lakh women in Pune and features state-of-the-art mobile vans, equipped with mammography equipment, portable mobile colposcopy units and other diagnostic facilities to detect early breast and cervical cancer.
The launch event was held at the police grounds in the city and witnessed the presence of RKK Krishna Kumar (trustee, Tata Trusts), guardian minister Girish Bapat, Dr RA Mashelkar (national research professor), Dr LS Shashidhara (vice-president, Indian National Science Academy), R Venkatramanan (executive trustee, Tata Trusts) and Dr CB Koppiker (surgical oncologist and managing trustee, Prashanti Cancer Care Mission). The diagnostic van was unveiled by actor Kajol, who also advocates breast cancer awareness and is the brand ambassador of Prashanti Cancer Care Mission.
A compelling campaign with a media mix comprising outdoor, radio, cinema halls and social media involving real women who have fought and conquered breast cancer, was also launched to drive home the benefits of early detection and urge women to get themselves screened regularly. The key message of the campaign is that breast cancer is not a lost case. It is curable if diagnosed early and hence the only way to prevent loss of life or breast is to get regular screenings done.
Dr Koppiker said, “Through this partnership, healthcare solutions which have higher rate of penetration and positive outcomes will become accessible and affordable to women.” The primary objective of this project is to bring down the mortality and morbidity of the disease by diagnosing breast and cervical cancer early.
With this initiative, women across Pune district will have access to state-of-the-art technology led mobile vans which are fully equipped to run the necessary screenings as well as other minor procedures. The collaboration will aim at effectively carrying out spot screening and early detection of breast cancer, to mitigate the increasing number of cases in the district. This mobile unit also saves valuable time and ensures timely delivery of results, thereby saving lives by detecting cancer at an early stage.