Tata Trusts itself with care for the cancer caregiver

Tata Trust has rolled out a second film from its ‘Kaise Ka Cancer' (what kind of cancer) campaign. Conceptualised by Rediffusion Brand Solutions, this film sheds light on the rollercoaster of emotions that a caregiver goes through, while caring for a cancer patient.  

 

The film begins with the husband trying to motivate his fight who’s fighting cancer. He begins with opening the curtains and wishing her a good morning. As the day progresses, he is with his wife throughout the day, including times when she’s scared looking at her reports, or is struggling through her mood swings. He is the one to give her hope and tell her that everything’s going to be okay. However, whenever the wife is not around him, he breaks down and asks himself how he can always be strong, when he’s starting to lose hope himself. 

 

Towards the end of the film, he’s seen entering Tata Trusts’ hospital, where experienced doctors counsel him and nurses give him the mental care that he too requires, as a caregiver of a cancer patient. It also showcases how cancer patients can avail tests and other facilities at a subsidised rate and in close proximities. 

 

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 Srivastava, joint president, Rediffusion Brand Solutions, said, "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."