Tata Trusts has launched the second film from its cancer care campaign ‘Kaise Ka Cancer,’ which sheds light on the cancer caregivers.
Conceptualised by Rediffusion, the films depict the emotional journey of a cancer patient and their family, from disbelief to acceptance, and the impact of the disease on both the patient and their caregivers.
Commenting on the idea for the film, Kalyani Srivastava, Joint President, Rediffusion Brand Solutions, added, “Caregiving can be frustrating and painful. The big question is that when you are busy caring for a person with such a care-demanding disease, who is taking care of you? The informal caregivers of cancer patients undergo fear, emotional burden, anxiety, depression and many physical problems, too — caregivers of people with Cancer go through psychological distress, which is often overlooked. By creating access to quality medical care for patients and guidance for caregivers through a compassionate team of specialists, including Patient Navigators, Tata Trusts hope to ease their burden while taking care of their beloved.“
Deepshikha Surendran, Head of Brand and Marketing Communications Tata Trusts, says, “Tata Trusts’ entry into cancer care dates back to 1941 when the Tata Memorial Hospital opened in Mumbai as a beacon of strength for those feeling hopeless. Through the ‘Kaise Ka Cancer’ campaign, we want to highlight the Trusts’ efforts across the entire spectrum of the life cycle of a person affected by Cancer. Our goal with this 360-degree campaign and the activations that will follow is to increase awareness around the importance of regular screening and highlight the resources available to people who may be detected with Cancer and let them know that with accessible and affordable aid and assistance, there is hope.”
Watch the film here:
