Brands spread awareness and positivity with heart-warming campaigns on World Cancer Day.
Brand campaigns featured are Care Hospitals, Netmeds, Narayana Health, Tata Trusts and Civic Studios.
CARE Hospitals
CARE Hospitals has launched a video campaign #CAREisCURE on the occasion of World Cancer Day. The campaign aims to raise awareness about the importance of prompt diagnosis and treatment of cancer, and to inspire hope and positivity in those affected by it. The video shows the heart-warming story of a teenage boy whose mother is diagnosed with cancer and overcomes the odds to beat cancer.
The video highlights the importance of coming together as a community to support those who are fighting cancer. Inspired by his own journey, the young man takes the movement further by organizing a Cancer Awareness Run to bring together all those who have responded to the hashtag and helped him and his mother. The run serves as a symbol of hope and a reminder of the power of support and care in the fight against cancer.
Netmeds
Netmeds, the online Indian Pharmacy, is celebrating courage through the true story of Anchal Sharma, a Cancer Fighter.
The film conceptualized by GREY group India is called, “The Girl in Red Lipstick”. The film aims to spread a very crucial message for cancer fighters and caregivers- #SilenceCancerNotTheFight
Anchal Sharma, a cancer fighter, used red lipstick as her weapon to find courage and fight the struggles of cancer treatment. Not only did she keep her head held high, but also used the lipstick to spread her positivity among other fighters. The bright hue on her beaming smile is what stood out for everyone around her as a constant reminder to not give in and keep fighting.
Narayana Health
Narayana Health, the healthcare provider, unveiled a new campaign titled celebrating the “SuperPower” of survivors on World Cancer Day.
Narrated from cancer survivor’s point of view, the campaign highlights the determination required to fight back this disease with the superpowers one possess. This campaign aims to celebrate the will of cancer survivors while inculcating the importance of regular check-ups and self-care to arrest it right in the initial stages.
Tata Trusts
Supporting the movement to ‘close the care gap’, Tata Trusts has launched its latest campaign “Kaise Ka Cancer” that highlights the feeling of uncertainty that cancer patients and their caregivers, especially those from smaller towns and villages, experience when detected with cancer. The campaign raises awareness around four key pillars that can alleviate India’s problem of growing cancer burden: awareness, accessibility, quality care and affordability.
The three-film campaign is conceptualised by Rediffusion Brand Solutions and produced by Cutaway Films. The films capture insights based on learnings from an in-depth consumer study conducted in various parts of the country to help trace a patient’s journey from ‘disease discovery’ to ‘disease recovery’.
Civic Studios
Focused on creating and promoting entertainment on social change, Mumbai-based Civic Studios urges viewers to watch the film, ‘Hum Dono’. The film highlights the anguish that lakhs of low-income groups (LIG)/ poor Indians face every year as they not only grapple with high costs for their cancer treatment but also giving up hope: just like the character Ajitpal does in the film.
Writer-director Mahesh Nair’s short film, ‘Hum Dono’, is about the tribulations of Saroj (Archana Puran Singh) and Ajitpal Mann (Kumud Mishra) as they contend with the latter’s cancer ailment. An impassioned depiction of the plight of the cancer-afflicted, this short film brings to the fore the struggles of those who can’t afford cancer care. It is based on a true story that occurred in Haryana in 2019.
