Stepping Up The Fight
Zuvius Lifesciences is back with the second edition of the Pink Street campaign, a breast cancer awareness drive
Neeti Chhabra, Shruti Anand, Harpreet Malik, Shweta Sinha, Neerja Malik, Martina Navratilova, Kylie Minogue, Mumtaz… what, we wonder, do these women have in common? All of them have beaten breast cancer, some even twice, and are proud warriors in the battle against the disease, encouraging people to live healthier and to go in for preventive care and screening. India is staring down the barrel of a cancer epidemic. The country is getting the dubious distinction of being one of the top two countries in the world for mortality due to women-specific cancers. Breast cancer mortality rates in India are around 1.7 times higher than maternal mortality in the country. This statistic is particularly dreadful due to the fact that if detected in the early stages, breast cancer responds well to treatment and the five-year survival rate is close to 100%. The Indian Council of Medical Research revealed that an appalling 1.5 lakh new breast cancer cases were detected last year. Awareness of breast cancer and its symptoms is at a dismal low, and this is one of the prime reasons why breast cancer is often detected too late for proper treatment. Zuvius Lifesciences is now coming to the fore with the second edition of Pink Street, its initiative to nip this cancer epidemic in the bud by educating women about the importance of early detection and care. The campaign, which got off to a brilliant start in Pune last year, also aims to salute the brave women who have fought and defeated breast cancer.
Zuvius Lifesciences, headquartered in Mumbai, is an integrated research based pharmaceutical company focused on super specialty products. The company specialises 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 Pink Street campaign, in association with corporate partners across industry sectors, will travel to 12 cities across the country, starting from January 2018, and will see scores of people coming together to leave a message of motivation, encouraging women to be aware of their bodies. As a part of this initiative, Zuvius will organise all-day breast cancer screening camps using the revolutionary iBreast Exam, absolutely free of cost. “We want the entire country to sit up and notice the urgency of this potential epidemic and work on preventing it,” says Alka Chavan, Director-Marketing at Zuvius Lifesciences. As part of the event, Zuvius is also giving away Rs 20 towards cancer-related charity for every tweet or social media mention with the hashtags, #iPledge and #PinkStreet. Actors, sportsmen, bureaucrats and people from different walks of life will come together at the campaign to express their support for the cause.
“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-Operations at Zuvius. “We want to take the fight against cancer to every home, every tiny lane, every nook and corner of the country.”