On the occasion of World Cancer Day 2017, Gleneagles Global Hospitals, a Parkway Pantai Enterprise has released a heart- touching short film ‘Miscalculation’ on Oral cancer awareness.
‘Miscalculation’: an engrossing video with a strong message highlights the ill effects of tobacco which not only affects the person but also ruins the dreams of his/her loved ones.
The film was shot in Mumbai and showcases how a brilliant child has to give up studies leaving his dreams behind, to sell tea and manage the cost of his ailing father’s treatment for oral cancer. The touching part is an insightful dialogue wherein the boy mentions that, though his father adores him a lot, his love for tobacco dominates everything else in his life.
Through this short film Gleneagles Global Hospitals wishes to create an emotional connect with the viewers to spread the message of healthy living.
Commenting on the short film, Ramesh Krishnan, CEO India Operations Division, Parkway Pantai said, “Through this campaign we aim to reach out to a wider audience emphasizing on the need to quit smoking and chewing tobacco in any form. According to a recent report by Indian Council of Medical Research, head and neck cancer account for more than 5.5 lakh of the total cancer cases reported in India every year. With India being in the 6th place on a worldwide level, we are witnessing a steep rise in oral cancer due to lack of awareness and negligence amongst people on the consequences of smoking and chewing tobacco. We continue to focus our efforts in prevention of occurrence and treating patients while also counselling and providing support to their caregivers to fight against such life threatening diseases.
The promotional strategy for the video revolves around reaching direct audience, their peer group, care givers, advocacy groups, patient ecosystem, and social influencers. The messaging given around the video in the key mediums were personalized based on audience. The video is being reached to the wide digital audience via Facebook, YouTube & Twitter. The social media engagement figures for Global Hospitals’ cancer short film are as following:
- Reach – 13.19 lakh people
- Views – 6.19 lakh viewed
- Likes – 10,100 liked
- Share – 8,400 shared
- Talking about this video – 239 people