INDIACSR News Network

NEW DELHI: Indian Cancer Society in its bid to fight breast cancer has initiated a campaign that may change the gifting culture prevalent on mother’s day. Now, kids can gift something as precious as life to their moms.

“It is time people start talking about breast cancer. Because that’s the only way it can be stopped. And by making screening a gift we have integrated action with awareness” said Rakesh Tripathy of Good Bad Weird.

The numbers of cases of breast cancer are on the rise. And breast cancer is now the most common cancer in women worldwide. Last year, it claimed lives of 52,000 women in India alone. These lives could have been saved. Had they been diagnosed early. But, that never happened.

Breast cancer deaths can only be deemed unfortunate because it can be cured if detected early. In worldwide context nearly 400,000 lives could be saved with regular breast cancer screening. It helps in early detection of breast cancer and enhances the chances of survival.

To spread awareness about the importance of regular breast cancer screening, Indian Cancer Society, Delhi branch has initiated a campaign called ‘First Mother’s Day.’ This campaign consists of stories of kids who lost their mother due to breast cancer. And, will witness their First Mother’s Day without mother on12^th May 2013. Conceptualized by Good Bad Weird and produced by Films Rajendraa. This integrated campaign will be led by digital and Sirez will handle social media.

“Mothers are that precious commodity whose value you fully appreciate when she’s gone forever! Please encourage Moms, Sisters, Wives, . . in fact every woman in your life to take time to care for herself. Just 15 mins once a month for a Breast Self examination; and an hour in the year for a Physical Exam by a Clinician, coupled with a Mammogram is all it takes! Please help us to make Health your habit” said Jyotsana Govil, Honorary Secretary, Indian Cancer Society, Delhi.

The campaign urges kids to take their mom for breast cancer screening on mother’s day. Indian Cancer Society will be organizing check up camp on 12^th May at 42 Baber Road, New Delhi where a discount of 70% on commercial rates can be availed with First Mother’s Day gift card. The card is available on the official campaign site. It will also be made available at schools, colleges and leading gift shops.

With this campaign, Indian Cancer Society aims to change the gifting culture prevalent on mother’s day. After all there could be no better gift than life. And a timely breast cancer screening assures just that.

This campaign is an effort to create a world where no mother loses her life to breast cancer. A world where nobody has to ever witness First Mother’s Day without mother.

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