India’s breast cancer burden is a pressing public health concern, with one woman diagnosed with it every four minutes. Early detection forms a powerful measure which can turn the tide against the rising cases and support timely cancer care. Raising breast cancer awareness can transform the narrative from one of fear to one of knowledge, empowering women to proactively take charge of their health.
added, “ .” Tata Trusts has been at the forefront of cancer care in India since the 1940s, from pioneering oncology research and treatment advancements to setting up a Comprehensive Cancer Care program. The Trusts has established screening kiosks and diagnostic units, collaborating with state governments and the National Health Mission to ensure access to high-quality and affordable care and support breast cancer screening programmes.
Equally important as strengthening infrastructure and spearheading accessible and compassionate care is promoting awareness of breast cancer among women across the length and breadth of India. With this aim, Tata Trusts unveiled a unique campaign, ‘ (‘Focus on the Lump’), which draws inspiration from the meticulous care that women put into cooking meals and preventing lumps from forming in their food to encourage women to apply the same attention to self-examining their breasts regularly for any sign of a ‘ (lump). Complementing its on-ground activation with local communities, the Trusts launched a social awareness film to nudge more women.