Tata Trusts has launched its latest campaign “Kaise Ka Cancer” that 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 campaign then builds on the stress of uncertainties in the next film which highlights the mental agony of the patient’s family-members and caregivers through this difficult time and the ray of hope that hospitals supported by Tata Trusts provide for the entire family.
The ‘Kaise’ film series will be phased over the next two weeks, supported by multi-city cancer screening drives, aimed at setting the nation on the path to reversing the early to late detection ratio from the existing 30:70 to 70:30 over the next few years through sustained efforts in driving awareness and screening. Dr Sanjiv Chopra, Chief Executive, Cancer Care Programme, Tata Trusts said, “Committed to our vision of providing holistic care across the country, we will continue to shape our programmes in a way that helps ease the journey of patients and their families as they navigate tough times.”
