Zoya Akhtar supports breast cancer social initiative

At a high tea event held at the Hard Rock Café on 19th October, 2012; Zoya Akhtar showcased the exclusive 20 minute edit of the PSA along with the Ogaan Cancer Foundation Director Preeta Sukhtankar and breast cancer survivor patients. The event commenced with the screening of the documentary followed by Ms. Sukhtankar saying a few words on their support towards to the cause.
In a bid to support the cause of breast cancer awareness, Ogaan Cancer Foundation created a new campaign with film-maker Zoya Akthar. Zoya has directed, scripted and conceptualized a Public Service Announcement (PSA) titled "BECAUSE MY WORLD IS NOT THE SAME….” that has "men" talking about the "women" in their lives and what they mean to them. The PSA gives all of us a unique opportunity to journey into the rarely-seen softer and emotional sides of Bollywood’s prominent actors.

The campaign star’s Abhay Deol, Arjun Rampal, Farhan Akhtar, Ranbir Kapoor and Shahid Kapoor; who get candid pledging their support to the cause with Zoya. In the PSA, the actors talk about the women in their lives and making the viewer’s sensitive about women related ailments like Breast Cancer. The campaign aims at being timeless in its overall look and feel yet creating awareness about Breast Cancer in an outspoken manner.

According to statistics, it is believed that 'fear' is the number one obstacle that keeps women from taking precautionary measures; and the presence of male celebrities will remind and urge women to take care of their health. Additionally, to spread the message that early detection is the strongest weapon in the fight against breast cancer.

Commenting on this latest campaign, Preeta Sukhtankar, Director, Elle Breast Cancer Campaign adds, “Breast Cancer is a disease that affects many women and when diagnosed at an early stage is curable. We wanted to spread awareness of this very message. Zoya, an influential 'woman' and a skilled communicator is not only an admired film director but is also a friend of the cause. She understands the growing concern towards increasing Breast Cancer cases and hence beautifully brought out not only the message but captured a myriad of emotions from normally contained superstars though this PSA. ”

On the public awareness campaign, film-maker Zoya Akhtar says, “Yes breast cancer afflicts women but it’s not something I see as women’s issue. Cancer affects more than the patient, it affects every family member and loved one. It has no gender and therefore we need to take the message out to not just women but men as well. We need to open up dialogue and make it relevant and all right for men to ask the women in their lives if they have been checked recently”

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing