The second edition of the Pink Street campaign looks at setting a world record to draw attention to the cause of cancer awareness

India is staring down the hot, smoking barrel of a cancer epidemic. The Indian Council of Medical Research estimates 17.3 lakh new cases of cancer and 8.8 lakh cancer deaths by 2020. Awareness of the various types of cancer, their causes, symptoms, and prevention, is at a dismal low, and this is one of the prime reasons why the dreadful disease is often detected too late for proper treatment. Zuvius Lifesciences is now coming to the fore with the second edition of Pink Street, it’s initiative to nip this cancer epidemic in the bud by educating people about the importance of early detection and care. The campaign, which got off to a brilliant start in Pune in 2016, also aims to salute the brave survivors who have fought and defeated cancer.

Zuvius Lifesciences, headquartered in Mumbai, is an integrated research-based pharmaceutical company focused on super specialty products. The company specializes in chemotherapeutic formulations offering a diverse array of innovative solutions and therapies, each of which plays an important role in providing solace and comfort to people. The 2018 edition of the Pink Street campaign will be inaugurated on February 3 at the Krishna Institute of Medical Sciences (KIMS), Karad, Maharashtra, and will see scores coming together to leave a message of motivation, encouraging people to be aware and mindful of their bodies. KIMS is a NAAC-accredited deemed university in Maharashtra’s Satara district. “The highlight of the Pink Street campaign this year is a record-making attempt that will draw attention to the cause across the country,” says Alka Chavan, Director–Marketing at Zuvius Lifesciences. “We are creating a cancer awareness ribbon of over 6,000 sq. ft that will be decorated completely with handprints, depicting people pledging their support towards cancer prevention.”

This attempt will look at creating a record as the largest handprinted awareness ribbon for a social cause. “We want the entire country to sit up and notice the urgency of this potential epidemic and work on preventing it. This is why we are also timing it as a run-up to World Cancer Day, which falls on February 4.” “Through the Pink Street campaign, we hope to reach out to as many men and women as possible, and educate them about cancer, its symptoms and preventive as well as screening measures,” says Shailesh Shetty, Director–Admin & Operations at Zuvius. “We want to take the fight against cancer to every home, every tiny lane, every nook and corner of the country.”