Cancer Is a Word, Not a Sentence – A cancer awareness campaign launched by TIMES NETWORK and TATA Memorial Centre

Tata Memorial Centre, today announced the launch of a cancer awareness campaign, in collaboration with TIMES NOW. Present at the event was Bollywood actor Emraan Hashmi who promoted this rising cause. The campaign this year will focus on increasing awareness in terms of various types of cancer that people are susceptible to and its prevention, along with showcasing the importance of early detection that will help save a lot more lives.

As per latest reports, there were 1.01 million new cancer cases (477,482 in males and 537,452 in females) diagnosed in India. Breast Cancer account for 144937(25.8%) and Cancer of Cervix uteri account for 122844 (22.1%) cases in women. Tobacco related Cancers represented 42% (84000) of male and 18.3% (35700) of female cancer deaths. Keeping these statistics in mind, while the fight against cancer is on, TIMES NOW with their tagline ‘Action Begins Here’ wanted to partner this cause of taking proactive actions towards increasing awareness amongst people.

Commenting on the occasion, MK Anand, MD & CEO - TIMES NETWORK, said, “A large part of this movement is to educate people. As much as TATA Memorial Centre is engaged in this crusade against cancer, we at Times Network believe that media should also  contribute in any way possible to bring about the necessary change. So when Tata Memorial Centre approached us to partner for this initiative, we agreed immediately, as joining hands to take up such noble cause’s ties in with our brand ethos of being a broadcast network with a difference and we at Times NOW live our tag line, 'Action Begins Here'. It’s not a quarter or a year, it will take multiple decades to combat this disease and I’m happy as a part TIMES NETWORK to be a part of this movement.”

Directors of TATA Memorial Centre &  TATA Memorial Hospital Dr. R A Badwe & Dr. A. K. D’cruz, said, “Everyone has heard about it and everyone says that we want no cancer, but if we want no cancer then there needs to be awareness. We are very grateful that celebrities who have such a mass appeal agree to be a part of such initiatives and not hesitate. We need to eradicate myths in the first place to prevent cancer. In children, more than 80% kids with cancer can be cured if they are diagnosed early and treated appropriately. About 70% of cancers are preventable and this number ranks 3rd in comparison to countries like US. So even in prevention, this number is low. The main lifestyle causes of cancer that have been identified globally are consumption of alcohol, obesity and intake of tobacco. If we are able to curb these causes then our fight against cancer will be successful.  However, we need to understand that 3 things are of importance if we want to eradicate cancer; early detection, prevention and vigilance to universal healthcare at a cost that is affordable to everyone in this country. Thank you to TIMES NETWORK and Emraan Hashmi, you guys are a big asset to a movement like this and it will take many years to fight this, but im glad that we all are in this together.”

TIMES NOW and Tata Memorial Centre have together produced around 5 promos that talk about the statistics, symptoms, diagnosis and prevention of various cancers through means of testimonials from senior oncologists of the hospital. Bollywood celebrity Emraan Hashmi actively volunteered to shoot for these promos in order to get the mass appeal that is required for this cause. The hospital has also launched a URL that will be promoted by the channel to help in educating people and answer their queries regarding cancer.

Commenting on the occasion, Bollywood actor Emraan Hashmi said, “Thank you everyone at TIMES NOW and TATA Memorial Centre for inviting today to promote a cause that has had a great impact in my life. As we all know, cancer has a devastating effect on us and the statistics about the rate at which it is growing is alarming. By around 2030, there will be 2 in 3 people who will be suffering from cancer. It’s almost spreading like an epidemic and slowly overtaking heart diseases to become the No.1 killer. However, there is some hope; a silver lining. I wish TATA Memorial Centre and TIMES NOW all the best for this initiative and I’m being very hopeful and optimistic, however, I hope that a few years down the lane, we can say that cancer was a thing of the past.” 

TIMES NOW – the channel known for fearless journalism and distinctive approach to news reporting, yet again, promises to deliver another master class that truly creates an aspirational value for consumers and also helps making an effort towards creating a better tomorrow.