World Cancer Day: Brands show empathy to raise awareness around cancer detection and treatment

World Cancer Day is celebrated every year on February 4 to raise awareness about cancer, to encourage its prevention, detection, and treatment.

Today, India’s reported cancer incidence stands at 15 lakhs with a real incidence estimated to be 1.5 to 3 times higher than the reported cases. At the same time, while globally 30% of cancer patients lose their lives as a result of detection at a later stage and 70% of the lives are saved as a result of awareness leading to early detection; unfortunately, in India, this 30:70 ratio stands reversed, with 70% of lives being lost to late-detection, mainly due to lack of awareness and low penetration of screening programs.

Throughout the year, brands create content around important moments, occasions and events. It makes the most sense for brands in the hospitals, pharma, and health category to connect with their target audience and raise awareness around Cancer. 

BuzzInContent has compiled a listicle of short films and videos that brands created this year around World Cancer Day. These brands have shared true stories of cancer survivors, their fight with the disease and how early detection has helped them fight the cancer battle.

Netmeds celebrates courage through the true story of Anchal Sharma, a Cancer fighter

The film conceptualised by Grey Group India is based on the true story of Anchal Sharma called, “The Girl in Red Lipstick”. The film aims to spread a very crucial message for cancer fighters and caregivers-  #SilenceCancerNotTheFight.

Anchal Sharma, a cancer fighter, used red lipstick as her weapon to find the courage and fight the struggles of cancer treatment. Not only did she keep her head held high, but also used lipstick to spread her positivity among other fighters. The bright hue on her beaming smile is what stood out for everyone around her as a constant reminder to not give in and keep fighting.

The film:

Tata Trusts’ “Kaise Ka Cancer” highlights the feeling of uncertainty among cancer patients and their caregivers

Tata Trusts has launched its latest campaign “Kaise Ka Cancer” which highlights the feeling of uncertainty that cancer patients and their caregivers, especially those from smaller towns and villages, experience when detected with cancer. The campaign raises awareness around four key pillars that can alleviate India’s problem of growing cancer burden: awareness, accessibility, quality care and affordability.

The three-film campaign is conceptualised by Rediffusion Brand Solutions and produced by Cutaway Films. 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’.

The first film from the campaign:

Narayana Health celebrates the grit and determination of cancer survivors

Narrated from a cancer survivor’s point of view, the campaign highlights the determination required to fight back against this disease with the superpowers one possesses. This campaign aims to celebrate the will of cancer survivors while inculcating the importance of regular check-ups and self-care to arrest it right in the initial stages.

The campaign by Narayana Health talks about two stories, one of a young girl who is passionate about baking and the other of an elderly man who feels the air of life through painting. It taps a personal touch of those fighting back against the disease to embellish their passion. It also, showcases the beauty one has for certain things we look up to in our lives and how this passion drives us to fight for anything in the world and stand tall to create a life we love, even if it comes to battling cancer.

The film:

Care Hospitals raise awareness around prompt diagnosis and treatment of cancer

Care Hospitals’ campaign aims to raise awareness about the importance of prompt diagnosis and treatment of cancer and to inspire hope and positivity in those affected by it. The video shows the heart-warming story of a teenage boy whose mother is diagnosed with cancer and overcomes the odds to beat cancer.

The video highlights the importance of coming together as a community to support those who are fighting cancer. Inspired by his own journey, the young man takes the movement further by organising a Cancer Awareness Run to bring together all those who have responded to the hashtag and helped him and his mother. The run serves as a symbol of hope and a reminder of the power of support and care in the fight against cancer.

The film:

Aster DM Healthcare raises awareness of the psychological stress experienced by cancer patients

Aster DM Healthcare released two short films honouring the courage of those who are battling cancer. The movies aim to raise awareness of the psychological stress experienced by cancer patients and how they manage it. The videos emphasise the idea that disease is not the end, inspiring cancer survivors to cherish their victories and maintain faith in their ability to recover fully. The videos' overarching message is that it's possible to not only survive but also to thrive and lead a happy, healthy life once more.

The films: