MediBuddy has launched a cervical cancer awareness campaign titled ‘#AskTheUnasked’, using purpose-led storytelling to address stigma and delayed action. The film opens with a rapid montage of intrusive questions women routinely face, before pivoting to a question rarely voiced: the risk of cervical cancer.
The campaign highlights that one woman in India dies from cervical cancer every seven minutes, despite a 91% survival rate with early intervention. Instead of medical jargon, the narrative focuses on commonly dismissed symptoms, including abnormal bleeding, pelvic pain and sudden menstrual changes.
Satish Kannan, co-founder and CEO of MediBuddy, said delayed action, not lack of medical solutions, is the primary challenge. He noted that HPV testing, Pap smear tests and vaccination can prevent nearly 70% of cases, yet uptake remains low due to hesitation and stigma.
The film encourages families and communities to normalise conversations around cervical health and urges women to seek screening and vaccination. The MediBuddy app is positioned as an access point for symptom assessment, consultations and screenings, framing digital healthcare as discreet and accessible.
Conceptualised and produced by MediBuddy’s in-house creative team, the two-minute film is being amplified across social media platforms. The campaign demonstrates how discomfort can be used as a narrative device to drive awareness and behavioural change without sensationalism. ‘#AskTheUnasked’ serves as a case study in how health communication can balance emotional impact with informational clarity, using storytelling to prompt action rather than passive awareness.
