Tata Trusts has rolled out the first leg of its campaign ‘kaise ka cancer’ (what kind of cancer), on the occasion of World Cancer Day to spread awareness on the emotions of uncertainty that cancer patients and their caregivers have.
The second and third legs of the campaign will be rolled out over the next two weeks.
Conceptualised by Rediffusion Brand Solutions, 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’. It emphasises the need for early detection of cancer symptoms. The film showcases the journey of various cancer patients, highlighting how uncertainties around their personal lives, finances, and future weigh more on their minds than cancer itself, and how the four pillars of Tata Trusts Cancer Care Programme provide relief.
Deepshikha Surendran, head of brand and marketing communications, Tata Trusts, said, “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.”
Kalyani Srivastav, joint president, Rediffusion Brand Solutions, said, “Our campaign thought of 'Kaise Ka Cancer' was based on extensive research. We realised that there is a bigger disease than Cancer, which it triggers at its very onset. It's the condition of the unknown. The patient is faced with too many unsettling questions with no answers in sight. These questions consume the patient more than the disease itself. The first step to win against cancer is to have answers to these questions.”
Client: Tata Trusts
Agency: Rediffusion Brand Solutions
Production: Cutaway Films