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Tata Memorial and Times Now launch cancer awareness campaign

The campaign will focus on increasing awareness about various types of cancer and prevention, including early detection

BestMediaInfo Bureau | Mumbai | December 16, 2016


Tata Memorial Centre recently announced the launch of a cancer awareness campaign in collaboration with Times Now. Bollywood actor Emraan Hashmi was present at a recently concluded event in Mumbai to promote this cause. The campaign 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.

MK Anand MK Anand

M K Anand, MD and 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 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 and Tata Memorial Hospital Dr R A Badwe and Dr A K D’Cruz, said, “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 per cent kids with cancer can be cured if they are diagnosed early and treated appropriately. About 70 per cent of cancers are preventable and this number ranks third in comparison to countries like US. 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 I’m glad that we all are in this together.”

Times Now and Tata Memorial Centre have together produced around five 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 also launched a URL that will be promoted by the channel to help in educating people and answer their queries regarding cancer.

Times Now promises to deliver another master class that creates an aspirational value for consumers and helps making an effort towards a better tomorrow.

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 accounts for 144,937(25.8 per cent) and Cancer of Cervix uteri account for 122,844 (22.1 per cent) cases in women. Tobacco-related cancers represented 42 per cent (84,000) of male and 18.3 per cent (35,700) of female cancer deaths. Keeping these statistics in mind, while the fight against cancer is on, Times Now with its tagline ‘Action Begins Here’ wanted to partner this cause of taking proactive action towards increasing awareness among people.




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