Star Plus and Tata Memorial join forces for breast cancer awareness

A one-minute film conceived by Ogilvy encourages men to support the women in their lives, and accompany them for a clinical examination.

The month of October is celebrated as 'Breast Cancer Awareness Month', and Star Plus has joined Tata Memorial Centre to give out a message of togetherness. Acknowledging the fact that health is a cumulative responsibility of the entire family, the two conglomerates aim to create a singular impact. They have combined forces encouraging all men to support the special women in their lives to undergo clinical breast examination, as early detection increases the chances of cure. This concept has been brought to life through a commercial, which has been conceived by Ogilvy, and produced by Show and Tell productions. The film has been on air since the 20th of October.

Speaking on the association, Uday Shankar, CEO, Star India says, "The Breast Cancer Awareness campaign is an effort to remind ourselves that women tend to give more importance to the needs of the family, and end up neglecting their health. Through this campaign, and keeping with our thought of 'Rishta Wahi Soch Nayi', we are urging men to take the lead in creating awareness about Breast Cancer for the women in their life".

An official release also quotes Dr Rajendra Badwe, Director, Tata Memorial Centre who says, "Breast cancer, one of the most commonly found cancers in India, is reassuringly treatable and immensely curable. An important pre-requisite inspiring the positive outcome is early detection. Bringing 'home' this prominent fact is a collaborative endeavor of Star Plus and Tata memorial Centre, which not only spreads the message of early detection, but also gently propounds the verity that health is a cumulative responsibility of the entire family. October being the cancer awareness month we encourage all members of society to be vigilant of their own health, and the health of loved ones by staying 'abreast of breast cancer'.