On World Cancer Day observed on February 4, the Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts, in collaboration with Fortis launched a short film titled ‘#YaadRakheinScreenKarein’.
Speaking on the campaign, M V S Murthy, Chief Marketing Officer, Federal Bank said: “There is tremendous effort happening on the other side of cancer. Unfortunately, at advanced stages, it feels all in vain. Through Sanjeevani we are giving life more than a fair chance of putting up a strong fight by promoting early detection. There are two intertwining aspects that we want all of us to commit ourselves to – an annual health check-up and in that an add-on of cancer screening. Sanjeevani has both width and depth of effort, as it works in the intersection of patient support, on ground screening across corporates and large communities and finally on building commitment to self-care by screening annually. Championing the cause beyond Sanjeevani, Federal Bank Hormis Memorial Foundation, in partnership with Tata Cancer Care Foundation and Assam Cancer Care Foundation, has extended support to over 1900 families in a short span of a few weeks. When it comes to cancer, more is less.”
Added Puneet Singhvi, CEO, Digital, and President, Corporate Strategy at Network18: “In the realm of healthcare, where knowledge, awareness, and timely diagnoses are crucial, ‘Sanjeevani’ remains dedicated to educating and advocating for the benefits of early cancer detection. Using communication tools such as this social experiment film is an excellent method of creating emotional connections and influencing behavioral changes. We hope that this soul-stirring film breaks stigma and acts as a powerful reminder for our audience to schedule their cancer screening soon.”
Said Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts: “Tata Trusts remains committed to alleviating the cancer burden in India by not just focusing on providing access to quality and affordable care but also providing as much, if not greater emphasis on awareness. While early detection of cancer helps save lives, it also plays a significant role in reducing the financial burden for patients while also reducing the overall burden on the system. Our effort at the Trusts, therefore, is to drive this behaviour change that will eventually lead to a reversal of the late to early detection ratio from 70 to 30, as is the case, internationally. Through the film #YaadRakheinScreenKarein, as part of our partnership for ‘Sanjeevani, United Against Cancer’, we hope to lay emphasis on the significance of regular screening using a thought-provoking lever that we hope will inspire introspection and help to move the needle on early detection.”
News18 has announced the launch of regional edition of ‘Jai Hind Samman’, an initiative to “salute and recognise the brave Indian soldiers who have exhibited extreme courage in safeguarding our countr:y. With its special programming, the initiative will cover stories of real heroes of Maharashtra, Karnataka, Kerala, Tamil Nadu and West Bengal on the respective News18 channels.