MSD launches cervical cancer awareness campaign in India with Madhuri Dixit

MSD (known as Merck & Co., Inc., Rahway, N.J., USA in the United States and Canada) has announced the launch of its cervical cancer awareness campaign in India in collaboration with Madhuri Dixit. The initiative aims to bring conversations around women’s preventive health to the forefront and encourage women and parents to consult doctors about cervical cancer and preventive healthcare options.

Cervical cancer remains one of the most common cancers affecting women in India. Despite being preventable through timely medical consultation and preventive measures, nearly one woman in India dies every seven minutes, amounting to approximately 200 deaths every day, according to the Globocan HPV India Report 2023. The campaign seeks to address gaps in awareness and delays in preventive healthcare, particularly among women.

As part of the initiative, a series of short digital films featuring Madhuri Dixit has been released across digital platforms. The films present information on cervical cancer, its link to the human papillomavirus (HPV), and the need to seek guidance from healthcare professionals. They encourage women and parents to engage with gynaecologists and paediatricians regarding cervical cancer prevention and informed healthcare decisions.

The campaign highlights that health decisions are often delayed until symptoms appear, despite the availability of preventive options. It emphasises that cervical cancer should not be detected at a later stage.

Speaking on the initiative, Brecht Vanneste, Managing Director, MSD India region, said, “Cervical cancer awareness and early consultation are a critical public health priority. Raising awareness about HPV and preventive healthcare can significantly improve long-term health outcomes for women. At MSD, we are committed to supporting initiatives that encourage informed conversations and empower women to take proactive steps to protect their health.”

Sharing her perspective, Madhuri Dixit said, “Women often put their own health last while taking care of everyone else. Women’s health deserves attention, priority, and open conversations. Cervical cancer is one of the few cancers where awareness and informed discussion play an important role. Through this initiative, I hope more women and families feel empowered to speak with their doctors about cervical cancer and appropriate preventive healthcare. Speaking with a doctor is an act of self-care, and it should never be postponed.”

Through this campaign, MSD aims to support public health efforts focused on prevention, education and informed decision-making. The initiative encourages timely conversations and awareness to support health outcomes for women and families across India. Individuals are advised to consult a qualified healthcare professional for information related to cervical cancer and preventive healthcare.