Federal Bank's Hormis Memorial Foundation in collaboration with Tata Trusts and News 18 Network has rolled out a campaign #YaadRakheinScreenKarein (Remember to screen).
Delving into insights from a 2020 study, the film exposes the dire consequences of late cancer diagnosis, advocating for early screening as the greatest defence. Shot as a social experiment, diverse individuals come together to ponder which screen has transformed their lives. From smartphones to movie screens, the group's attachment to technology is undeniable. Yet, amidst this screen-centric world, the film urges viewers to recognise the most vital screen of all: their health. With a compelling narrative, it prompts every Indian to reflect on the importance of cancer screening in their daily lives, igniting a movement towards proactive health awareness.
M V S Murthy, chief marketing officer, Federal Bank said, “There is tremendous effort happening on the other side of cancer. Unfortunately, at advanced stages, it feels all in vain. Through Sanjeevani we are giving life more than a fair chance of putting up a strong fight by promoting early detection. There are two intertwining aspects that we want all of us to commit ourselves to – an annual health check-up and in that an add-on of cancer screening."
He added, "Sanjeevani has both width and depth of effort, as it works in the intersection of patient support, on ground screening across corporates and large communities and finally on building commitment to self-care by screening annually. Championing the cause beyond Sanjeevani, Federal Bank Hormis Memorial Foundation, in partnership with Tata Cancer Care Foundation and Assam Cancer Care Foundation, has extended support to over 1900 families in a short span of a few weeks. When it comes to cancer, more is less.”
Deepshikha Goel Surendran, head of brand and marketing communications, Tata Trusts, said, “Tata Trusts remains committed to alleviating the cancer burden in India by not just focusing on providing access to quality & affordable care but also providing as much, if not greater emphasis on awareness. While early detection of cancer helps save lives, it also plays a significant role in reducing the financial burden for patients while also reducing the overall burden on the system. Our effort at the Trusts, therefore, is to drive this behaviour change that will eventually lead to a reversal of the late to early detection ratio from 70 to 30, as is the case, internationally. Through the film #YaadRakheinScreenKarein, as part of our partnership for ‘Sanjeevani, United Against Cancer’, we hope to lay emphasis on the significance of regular screening using a thought-provoking lever that we hope will inspire introspection and help to move the needle on early detection."