CSR

HCG Unveils Mega Breast Cancer Awareness Initiative

It ropes in Shabana Azmi as brand ambassador for month long campaign

HealthCare Global Enterprises Limited (HCG), South Asia's largest cancer care network, currently manages a network of 15 functioning cancer centres across India. It has unveiled several new initiatives mulled by the hospital chain in creating awareness about breast cancer that would herald a new chapter in the approach to its treatment in India. To spearhead a mega awareness campaign to fight breast cancer it has roped in Shabana Azmi, a leading actress of parallel cinema and a social activist, as their ambassador. These initiatives of HCG have been planned for the entire month of October. The breast cancer awareness month is intended to spread the core message that breast cancer is not a single disease but it is multiple diseases behaving differently in each individual. Further, HCG aims to communicate the importance of awareness about breast cancer in the first place and highlight the fact that early detection combined with proper diagnosis, staging and treatment would help in achieving long term control or cure. Dr Ajai Kumar, Chairman & CEO, HCG, said, "Breast cancer is the most common cancer among women in urban India, with one out of 22 having a lifetime risk of developing breast cancer and these figures are increasing gradually. If not contained, this increase is expected to match western figures of one in every eight women. HCG believes that creating awareness among women about lifestyle changes could actually reverse this trend. India should by no means ape the west atleast in this regard."

Besides creating awareness it becomes imperative for hospitals in India to provide proper diagnosis, staging and treatment on par with what is offered in best developed countries. "This can be achieved in two ways. One is by way of early diagnosis with regular clinical breast examination and digital mammography. The other is by, preservation of the breast by limited surgery. Today HCG is well poised to take a leadership role in providing these services nationally through its pan India oncology network," added Dr Kumar. The month long awareness campaign would witness lot of activities across prominent locations where footfalls are expected to be high including malls, technology parks and residential areas. During the campaign phase HCG would offer special breast cancer screening camps across its network hospitals.

EH News Bureau