Bharti AXA General Insurance takes content route to show empathy towards caregivers of cancer patients

The insurance company collaborated with poet and caregiver Priya Malik for a poignant tribute, ‘NayaNazariya', to shed light on the selfless devotion of caregivers everywhere

BuzzInContent Bureau
New Update
Post Thumb

Click on the image to watch the Video.

Bharti AXA General Insurance, a joint venture between Bharti Enterprises and AXA, has launched its campaign ‘Caregivers’ to support cancer survivors in the battle against the killer disease.

Commemorating World Cancer Day, a global uniting initiative by the Union for International Cancer Control to raise worldwide attention and inspire action for a cancer-free future, Bharti AXA General Insurance believes that all caregivers — friends, family, and others — play a significant role to win the battle against cancer.

To create a meaningful impact, Bharti AXA General Insurance has collaborated with noted poet Priya Malik for a poignant tribute titled, ‘NayaNazariya’, to reflect her own experience as a caregiver and shed light on the selfless devotion of caregivers everywhere.

The implicit essence is best captured by the tagline ‘Iss Jung Mein Hum Sang Hai’. The campaign was kicked off with the release of the poem across Bharti AXA General Insurance’s social media handles and poet Priya Malik’s Instagram page hours before World Cancer Day. Through this awareness drive, the company aims to engage with close to a million Indians today on Facebook, Instagram, and LinkedIn and focuses on highlighting everyone’s role in achieving a cancer-free world.

The video created in collaboration with Priya Malik:

View this post on Instagram

A post shared by Bharti AXA General Insurance (@bhartiaxageneral)

Sanjeev Srinavasan, MD and CEO, Bharti AXA General Insurance, said, “With this campaign, we aim to draw focus towards everyone’s role in achieving a healthier and brighter world without cancer. It is essential to spread awareness about the importance of a caregiver's physical, emotional and mental health for the well-being of a cancer patient. We would like to dedicate our initiative to every caregiver for the predicament they face and thank them for their support, grit, and determination.”

According to various studies, the awareness of health aspect, knowledge of various stages of cancer and physical/mental impact, and methods to keep track of treatment, were consistently rated as major issues to care for cancer patients effectively.

To support and understand the emotions of caregivers of cancer patients, Bharti AXA General conducted a study with about 500 caregivers, which highlights their challenges, their strength and utilisation of formal support systems, and the steps they take to support a cancer patient.

Staying positive emerged as the biggest challenge for caregivers. About 50% of the caregivers between the age group 25 and 34 years and 54% of those above age of 35 years faced this issue. Keeping track of treatment stages, expenses, and medications were the other challenges faced by these caregivers. As many as 52% of caregivers above 35 years of age felt that acceptance of the diseases for the sake of self/patient was a challenge as compared to only 18% of those between 25 and 34 years and 29% of caregivers between 18 and 24 years. Keeping track of treatment stages, medications and acceptance of the disease are the top three challenges faced by the caregivers.

More than 50% of caregivers found strength and inspiration by talking to family members, other caregivers, and supportive people and doing yoga, exercise, meditation. Only 27-28% of caregivers utilised the facility of therapy and counselling sessions and visits to formal support groups. More than 50% of caregivers highlighted that knowledge about various stages of cancer and modes to keep a track of treatment schedules were key activities they focused on to support the patients.

On World Cancer Day, which aims to create more awareness around this unnoticed phenomenon, the study by Bharti AXA General Insurance and YouGov aims to notify that cancer caregivers may experience periods of stress, anxiety, depression and frustration. It stresses on the fact that awareness and support from other people will help boost their spirits.

NayaNazariya caregivers of cancer patients Bharti AXA General Insurance Priya Malik