coverage report - tata trusts · 2019. 9. 11. · launch of india’s largest breast cancer...
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Page 1 of 55
COVERAGE REPORT
Launch of India’s largest breast cancer screening drive by Tata Trusts,
Prashanti Cancer Care and Swasth India
Page 2 of 55
Article Date
Headline / Summary Publication Edition Page No.
Journalist
Financial
30 Jan 2016
Death by cancer - it's preventable The Hindu
Business Line Ahmedabad 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer - it's preventable The Hindu
Business Line Chennai 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer - it's preventable The Hindu
Business Line Kolkata 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer - it's preventable The Hindu
Business Line New Delhi 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer — it’s preventable The Hindu
Business Line Mumbai 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer-it's preventable The Hindu
Business Line Bangalore 8
R Venkataramanan,CB Koppikar
30 Jan 2016
Death by cancer-it's preventable The Hindu
Business Line Hyderabad 8
R Venkataramanan,CB Koppikar
Mainlines
01 Feb 2016
Kajol advises Women On breast Cancer awareness
The Times of India
Pune 6 TNN
01 Feb 2016
Breast cancer screening drive launched in city
The Indian Express
Pune 3 Bureau
01 Feb 2016
Breast Cancer Drive Held in City Sakal Times Pune 2 Bureau
01 Feb 2016
All For A Good Cause Pune Mirror Pune 7 Bureau
01 Feb 2016
Defeating the emperor of our maladies Mumbai Mirror Mumbai 22 Bureau
01 Feb 2016
Showstopper with a cause The Indian
Express Pune 1 Bureau
31 Jan 2016
Run for a cause Pune Mirror Pune 21 Bureau
28 Jan 2016
Early diagnosis translates into cure Sakal Times Pune 1 Ambika Shaligram
20 Jan 2016
Our Marathon on January 31 Sakal Times Pune 12 Bureau
Regional
01 Feb 2016
Breast cancer drive held in city Maharashtra
Times. Pune 8 Bureau
01 Feb 2016
Breast cancer drive held in city Saamna Pune 10 Bureau
01 Feb 2016
Breast cancer drive held in city Sakal Pune 1, 6 Bureau
Page 3 of 55
01 Feb 2016
Breast cancer drive held in city Lokmat Pune 2 Bureau
01 Feb 2016
Breast cancer drive held in city Prabhat Pune 6 Bureau
01 Feb 2016
Breast cancer drive held in city Pudhari Pune 8 Bureau
01 Feb 2016
Kajol advises women on breast cancer awareness
Kesari Pune 1 Bureau
01 Feb 2016
Kajol advises women on breast cancer awareness
Loksatta Pune 5 Bureau
Online
01 Feb 2016
Breast cancer drive held in city Sakal Times Online Web Bureau
01 Feb 2016
Kajol advises women on breast cancer awareness
The Times of India
Online Web TNN
01 Feb 2016
Breast cancer screening drive launched in Pune
The Indian Express
Online Web Bureau
01 Feb 2016
Breast cancer screening drive launched in Pune
Nyoooz Online Web Bureau
31 Jan 2016
Launch of India’s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and Swasth India
Punekar News Online Web Bureau
30 Jan 2016
Death by cancer — it's preventable The Hindu
Business Line Online Web
R Venkataramanan,CB Koppikar
2nd
Feb 2016
Tata Trusts and Prashanti Cancer Care Mission collaborate to combat breast cancer
NRI News Online Web Bureau
2nd
Feb 2016
Tata Trusts and Prashanti Cancer Care Mission collaborate to combat breast cancer
Desi Jam Online Web Bureau
Electronic
31st Jan
2016 Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast
India TV Regional
31st Jan
2016
Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast
DD News Business
31st Jan
2016
Story - Pune Marathon For Ladies - Win
Against Cancer Without Losing a Breast Zee 24 Taas
Regional
31st Jan
2016
Story - Pune Marathon For Ladies - Win
Against Cancer Without Losing a Breast TV9 Business
31st Jan
2016
Story - Pune Marathon For Ladies - Win
Against Cancer Without Losing a Breast Saam TV Regional
31st Jan
2016
Story - Pune Marathon For Ladies - Win
Against Cancer Without Losing a Breast ABP Mahja Regional
31st Jan
2016
Story - Pune Marathon For Ladies - Win
Against Cancer Without Losing a Breast Mi Marathi Regional
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Financial
Page 5 of 55
Publication: The Hindu Business Line Edition: Ahmedabad
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: Chennai
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: Kolkata
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: New Delhi
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: Mumbai
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: Bangalore
Published Date: 30 Jan 2016 Page No.: 8
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Publication: The Hindu Business Line Edition: Hyderabad
Published Date: 30 Jan 2016 Page No.: 8
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Mainlines
Page 13 of 55
Publication: The Times of India Edition: Pune
Published Date: 01 Feb 2016 Page No.: 6
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Publication: The Indian Express Edition: Pune
Published Date: 01 Feb 2016 Page No.: 3
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Publication: Sakal Times Edition: Pune
Published Date: 01 Feb 2016 Page No.: 2
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Publication: Pune Mirror Edition: Pune
Published Date: 01 Feb 2016 Page No.: 7
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Publication: Mumbai Mirror Edition: Mumbai
Published Date: 01 Feb 2016 Page No.: 22
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Page 20 of 55
Publication: The Indian Express Edition: Pune
Published Date: 01 Feb 2016 Page No.: 1
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Publication: Pune Mirror Edition: Pune
Published Date: 31 Jan 2016 Page No.: 21
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Publication: Sakal Times Edition: Pune
Published Date: 28 Jan 2016 Page No.: 1
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Publication: Sakal Times Edition: Pune
Published Date: 20 Jan 2016 Page No.: 12
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Regional
Page 25 of 55
Publication: Maharashtra Times. Edition: Pune
Published Date: 01 Feb 2016 Page No.: 8
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Page 26 of 55
Publication: Saamna Edition: Pune
Published Date: 01 Feb 2016 Page No.: 10
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Publication: Sakal Edition: Pune
Published Date: 01 Feb 2016 Page No.: 1, 6
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Publication: Sakal Edition: Pune
Published Date: 01 Feb 2016 Page No.: 1, 6
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Publication: Lokmat Edition: Pune
Published Date: 01 Feb 2016 Page No.: 2
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Publication: Prabhat Edition: Pune
Published Date: 01 Feb 2016 Page No.: 6
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Publication: Pudhari Edition: Pune
Published Date: 01 Feb 2016 Page No.: 8
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Publication: Kesari Edition: Pune
Published Date: 01 Feb 2016 Page No.: 1
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Publication: Loksatta Edition: Pune
Published Date: 01 Feb 2016 Page No.: 5
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Online
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Page 36 of 55
Breast Cancer drive held in city
http://www.sakaaltimes.com/NewsDetails.aspx?NewsId=5409489820768046455&SectionId=5171561142064258099&SectionName=Pune&NewsTitle=Breast%20cancer%20drive%20held%20in%20city
Pune: Aiming for early detection to avoid the threat of breast cancer, Tata Trusts along with Prashanti Cancer Care Mission and
Swasth India Foundation have launched breast cancer screening drive ‘losing in not an option’.
Along with it, the fourth edition of the marathon was also organised by Prashanti Cancer Care, which was supported by the Finolex
Industries. Over 10,000 citizens participated in the marathon. After the marathon, actress Kajol Devgan unveiled a diagnostic van,
which will go places to places and carry out the screening.
Women across Pune district will have access to state-of-the-art technology mobile vans, which are fully equipped to run the
necessary screenings as well as other minor procedures.
In India, normally women feel embarrassed about sharing their views of the most personal things. This creates hurdles in
diagnosing breast cancer at early stage. But if they come out sharing the things freely, the death risk in breast cancer cases can be
reduced; at least, we can avoid amputation of the affected breast. So women should speak out first, said Bollywood actress Kajol
Devgan.
RKK Krishna Kumar, Trustee, Tata Trusts, who was present for the launch event, said, “Cancer care has been a key priority of the
Trusts as part of our overall health portfolio. We believe that it is imperative to build awareness, and encourage women to take
preventive action. Our endeavour is to enable a ‘cancer-free’ and ‘cancer-screened’ environment in Pune City and its suburbs.”
Throwing light on the objective, Dr CB Koppiker, Breast Onco surgeon and Managing Trustee, Prashanti Cancer Care Mission, said
“Through this partnership, healthcare solutions which have a higher rate of penetration and positive outcomes will become
accessible and affordable to women.” This project is aimed at defining an early diagnostic intervention aimed at delivering breast
and cervical care of affordable excellence to the doorsteps of women. Its primary objective is to bring down the mortality and
morbidity of the disease by early diagnosis.
According to organisers, India has witnessed an increase in mortality rates of breast cancer patients primarily due to lack of
awareness regarding preventive measures, unaffordable cancer treatment, dearth of technology-driven innovations and unhealthy
lifestyle choices.
Publication: Sakal Times Edition: Online Web
Published Date: 01 Feb 2016 Page No.:
Display: 1/1
Page 37 of 55
However, it must be noted that breast cancer has the longest latency period of 8 to 10 years, as compared to other forms of
cancers. If patients undertake regular screening and self-examination, they may be able to detect it at an early stage and avail
treatment. Preventive action can save the lives of those afflicted with this disease.
Page 38 of 55
Publication: The Times of India Edition: Online Web
Published Date: 01 Feb 2016 Page No.:
Display: 1/1
Kajol advises women on breast cancer awareness
http://timesofindia.indiatimes.com/city/pune/Kajol-advises-women-on-breast-cancer-awareness/articleshow/50801081.cms
The 21-km 'Our Marathon', themed on breat cancer awareness, attracted a huge crowd at the police grounds in Shivajinagar on
early Sunday morning.
A massive screening drive for breast cancer was launched at the event by Tata Trusts in collaboration with city-based Prashanti
Cancer Care Mission and Swasth India Foundation.
"I had a close shave with breast cancer a couple of years back. Luckily, I did not have to go through multiple, painful cycles of
radiation and chemotherapy because my condition was detected very early. But I know many others who were not so lucky.
Running marathons is my way of telling people to take this risk seriously and have early examination done," said a 53-year old
mother of two, who ran with her family. She also ran at the Pune marathon last year.
Film actor Kajol, who was the guest, spoke at length about the importance of regular breast examination. "It is very encouraging to
see so many women running in the marathon. My message to all of you is that if you are above 30 years old, then please undergo
regular breast examination. This will greatly reduce chances of cancer and avoid possible breast amputation in future," she said.
Kajol also had a word of advice for the male participants. "The responsibility of breast cancer awareness does not rest on women
only. I urge men present here to take their wives, sisters and mothers for mammography examination without fail," she said.
The organisers also kick started a mobile mammography clinic, which will go around localities in the city to conduct mammography
procedures. "It has become very important for every woman in the society to understand and detect the symptoms of breast cancer
at an early stage. Early detection increases chances of getting cured. I feel obliged to be a part of this marathon and spread the
message among people of Pune to stay healthy and fit," said Ritu Chhabria of the Mukul Madhav Foundation, one of the
organisations partnering the marathon.
"I signed up for the 10-km race. My family was sceptical whether I could complete the race and so was I. It has only been a couple
of months since I became cancer free. But nothing beats this feeling of accomplishing a difficult task. It was gruelling, but I learnt
the importance of fitness," said a beaming 36-year old woman, who ran with her six-year-old son.
The screening drive, 'Losing Is Not an Option', aims at effectively carrying out spot screening and early detection of breast cancer
to mitigate the increasing number of cases in Pune district.
R K K Krishna Kumar, trustee, Tata Trusts, said, "Cancer care has been a key priority of the trust as part of our overall health
portfolio. With breast cancer on the rise in India, we believe that it is imperative to build awareness and encourage women to take
preventive action. Through this screening drive, we aim to get women to learn to recognize the threat and undergo routine
screening processes to curb the concern. Our endeavour is to enable a 'cancer-free' and 'cancer-screened' environment in Pune
city and its suburbs."
Breast cancer surgeon C B Koppiker, managing trustee of Prashanti Cancer Care Mission, said, "Through this partnership,
healthcare solutions which have a higher rate of penetration and positive outcomes will become accessible and affordable to
women in the district."
Page 39 of 55
Back to Index
Publication: The Indian Express Edition: Online Web
Published Date: 01 Feb 2016 Page No.:
Display: 1/1
Breast cancer screening drive launched in Pune
http://indianexpress.com/article/cities/pune/breast-cancer-screening-drive-launched-in-pune/
In order to combat breast cancer, Tata Trusts and Prashanti Cancer Care Mission in association with Swasth India, launched a
unique initiative Sunday, titled #LosingIsNotAnOption, India's largest breast cancer screening drive. The initiative targets over 2.3
lakh women in Pune and features state-of-the-art mobile vans, equipped with mammography equipment, portable mobile
colposcopy units and other diagnostic facilities to detect early breast and cervical cancer.
The launch event was held at the police grounds in the city and witnessed the presence of RKK Krishna Kumar (trustee, Tata
Trusts), guardian minister Girish Bapat, Dr RA Mashelkar (national research professor), Dr LS Shashidhara (vice-president, Indian
National Science Academy), R Venkatramanan (executive trustee, Tata Trusts) and Dr CB Koppiker (surgical oncologist and
managing trustee, Prashanti Cancer Care Mission). The diagnostic van was unveiled by actor Kajol, who also advocates breast
cancer awareness and is the brand ambassador of Prashanti Cancer Care Mission.
A compelling campaign with a media mix comprising outdoor, radio, cinema halls and social media involving real women who have
fought and conquered breast cancer, was also launched to drive home the benefits of early detection and urge women to get
themselves screened regularly. The key message of the campaign is that breast cancer is not a lost case. It is curable if diagnosed
early and hence the only way to prevent loss of life or breast is to get regular screenings done.
Dr Koppiker said, "Through this partnership, healthcare solutions which have higher rate of penetration and positive outcomes will
become accessible and affordable to women." The primary objective of this project is to bring down the mortality and morbidity of
the disease by diagnosing breast and cervical cancer early.
With this initiative, women across Pune district will have access to state-of-the-art technology led mobile vans which are fully
equipped to run the necessary screenings as well as other minor procedures. The collaboration will aim at effectively carrying out
spot screening and early detection of breast cancer, to mitigate the increasing number of cases in the district. This mobile unit also
saves valuable time and ensures timely delivery of results, thereby saving lives by detecting cancer at an early stage.
Back to Index
Page 40 of 55
Publication: Nyoooz Edition: Online Web
Published Date: 01 Feb 2016 Page No.:
Display: 1/1
Breast cancer screening drive launched in Pune
http://www.nyoooz.com/pune/340205/breast-cancer-screening-drive-launched-in-pune
In order to combat breast cancer, Tata Trusts and Prashanti Cancer Care Mission in association with Swasth India, launched a
unique initiative Sunday, titled #LosingIsNotAnOption, India's largest breast cancer screening drive. The initiative targets over 2.3
lakh women in Pune and features state-of-the-art mobile vans, equipped with mammography equipment, portable mobile
colposcopy units and other diagnostic facilities to detect early breast and cervical cancer. The launch event was held at the police
grounds in the city and witnessed the presence of RKK Krishna Kumar (trustee, Tata Trusts), guardian minister Girish Bapat, Dr RA
Mashelkar (national research professor), Dr LS Shashidhara (vice-president, Indian National Science Academy), R Venkatramanan
(executive trustee, Tata Trusts) and Dr CB Koppiker (surgical oncologist and managing trustee, Prashanti Cancer Care Mission).
The diagnostic van was unveiled by actor Kajol, who also advocates breast cancer awareness and is the brand ambassador of
Prashanti Cancer Care Mission. A compelling campaign with a media mix comprising outdoor, radio, cinema halls and social media
involving real women who have fought and conquered breast cancer, was also launched to drive home the benefits of early
detection and urge women to get themselves screened regularly.
The key message of the campaign is that breast cancer is not a lost case. It is curable if diagnosed early and hence the only way to
prevent loss of life or breast is to get regular screenings done. Dr Koppiker said, "Through this partnership, healthcare solutions
which have higher rate of penetration and positive outcomes will become accessible and affordable to women." The primary
objective of this project is to bring down the mortality and morbidity of the disease by diagnosing breast and cervical cancer early.
With this initiative, women across Pune district will have access to state-of-the-art technology led mobile vans which are fully
equipped to run the necessary screenings as well as other minor procedures. The collaboration will aim at effectively carrying out
spot screening and early detection of breast cancer, to mitigate the increasing number of cases in the district.
Back to Index
Page 41 of 55
Publication: Punekar Edition: Online Web
Published Date: 30 Jan 2016 Page No.:
Display: 1/1
Launch of India’s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and
Swasth India
http://www.punekarnews.in/launch-of-indias-largest-breast-cancer-screening-drive-by-tata-trusts-prashanti-cancer-care-and-swasth-india/
Pune: Aiming for early detection to avoid the threat of breast cancer, Tata Trusts along with Prashanti Cancer Care Mission and Swasth India Foundation have launched breast cancer screening drive ‘losing in not an option’. Along with it, the fourth edition of the marathon was also organised by Prashanti Cancer Care, which was supported by the Finolex Industries. Over 10,000 citizens participated in the marathon. After the marathon, actress Kajol Devgan unveiled a diagnostic van, which will go places to places and carry out the screening. Women across Pune district will have access to state-of-the-art technology mobile vans, which are fully equipped to run the necessary screenings as well as other minor procedures. In India, normally women feel embarrassed about sharing their views of the most personal things. This creates hurdles in diagnosing breast cancer at early stage. But if they come out sharing the things freely, the death risk in breast cancer cases can be reduced; at least, we can avoid amputation of the affected breast. So women should speak out first, said Bollywood actress Kajol Devgan. RKK Krishna Kumar, Trustee, Tata Trusts, who was present for the launch event, said, “Cancer care has been a key priority of the Trusts as part of our overall health portfolio. We believe that it is imperative to build awareness, and encourage women to take preventive action. Our endeavour is to enable a ‘cancer-free’ and ‘cancer-screened’ environment in Pune City and its suburbs.” Throwing light on the objective, Dr CB Koppiker, Breast Onco surgeon and Managing Trustee, Prashanti Cancer Care Mission, said “Through this partnership, healthcare solutions which have a higher rate of penetration and positive outcomes will become accessible and affordable to women.” This project is aimed at defining an early diagnostic intervention aimed at delivering breast and cervical care of affordable excellence to the doorsteps of women. Its primary objective is to bring down the mortality and morbidity of the disease by early diagnosis. According to organisers, India has witnessed an increase in mortality rates of breast cancer patients primarily due to lack of awareness regarding preventive measures, unaffordable cancer treatment, dearth of technology-driven innovations and unhealthy lifestyle choices. However, it must be noted that breast cancer has the longest latency period of 8 to 10 years, as compared to other forms of cancers. If patients undertake regular screening and self-examination, they may be able to detect it at an early stage and avail
treatment. Preventive action can save the lives of those afflicted with this disease.
Page 42 of 55
Publication: The Hindu Business Line Edition: Online Web
Published Date: 30 Jan 2016 Page No.:
Display: 1/1
Death by cancer — it's preventable
http://www.thehindubusinessline.com/opinion/death-by-cancer-its-preventable/article8168781.ece
Give them a hand By catching cancer early onThe incidence of cancer worldwide is on the rise. Cancer has risen from 700 new
cases per million people in 2013 to nearly 1,000 new cases per million people in 2015. Even in India, the trend has been along
similar lines. The World Health Organisation estimates that cancer deaths in India alone will reach 700,000 by the end of 2015,
which is the highest annual estimate yet. In spite of technological advances in healthcare, India's cancer burden is fast getting out
of hand.
The root cause of this is likely to be the approach Indians have adopted towards cancer - which mostly lays emphasis on 'cure'
rather than 'prevention'.
The world over, experts agree that if the goal is to decrease the incidence of cancer, the first step must be to increase efforts at
prevention, by establishing and ensuring access to screening processes for early detection.
Once these processes are introduced, they must also sustain, in order to screen large parts of the population effectively.
However, these screening processes present two challenges - ensure that these are affordable, accessible and available to the
masses; and make sure that people come forward and utilise them.
Making it affordable
The government and the private sector must look towards the expansion of public infrastructure in primary healthcare. Even the
extension of services of trained nurses and health workers can go a long way, especially in conditions such as breast cancer,
wherein basic screening and examinations conducted by them can contribute to early detection.
A study by Tata Memorial Hospital on Clinical Breast Exam also shows that even lesions in the early stages can be detected on
examination by trained nurses.
Further, the National Cancer Grid, as envisaged by the Tata Memorial Hospital, Mumbai, is an example of a joint effort between the
public and private sectors.
This grid is a network of major cancer centres in the country, which aims to establish a uniform standard for patient care, and
promote collaborative research on cancer.
Page 43 of 55
Although the Ministry of Health & Family Welfare has allocated ?15, 855 crore towards the early diagnosis and treatment of cancer
over the next five years, State governments are yet to submit their proposals to support initiatives such as the National Cancer
Grid.
Private organisations and NGOs are also considering cross-subsidised models to ensure affordability of basic cancer care.
Corporates also can play a greater role through implementing sensitisation programmes, and concentrate their social responsibility
efforts towards tackling the disease.
Such efforts need to form the core of India's response to the threat of cancer, and need to be introduced nationwide.
Getting them to test
The second challenge, of motivating people to come forth for screening, poses greater difficulty. This difficulty is further
exaggerated if one is to consider the example of breast cancer, owing to the reluctance of women to get themselves screened.
With their reluctance, the women are putting themselves in danger. It is a medical fact that breast cancer, in Stage 0, takes eight to
10 years to become malignant, post-exposure to causative elements.
This implies, if more women were to be screened for breast cancer regularly, we would have greater chances of an early diagnosis
during this eight to 10-year latency period. The damage to the breast tissue would be minimal, survival chances nearly 100 per cent
and the overall physical and psychological impact on the patient minimised.
But breast cancer remains the most common cancer in India. In 2013 alone, breast cancer claimed 47,587 lives, in spite of it being
largely preventable and curable in the initial stages.
When detection is delayed, it may require surgical procedures. But with early diagnosis, as compared to invasive procedures such
as mastectomies, the survivor has a greater capacity to preserve the body and self-image of the patient, conserve sexual health,
and also leads to lower levels of anxiety.
Ensure prevention
This eventually leads to a better quality of life of the cancer survivor. In a report by the All India Institute of Medical Sciences, it was
determined that cancer care at the later stages leads to high cost to patients and their families; the findings revealed that the
economic burden of cancer treatment was 20 times the annual income of the family.
Consequently, it appears that the repercussions of a diagnosis at a later stage are far more severe than at an initial stage, even
fatal. Hence, it is all the more essential to ensure that efforts are made for early detection and diagnosis.
Even if one is unable to prevent the disease, and is diagnosed with cancer, there are ways to ensure a good quality of life. More
developed nations are now looking at options such as genomic sequencing, and stem cell research as means of effectively curing
cancer, and minimising the ill effects of the disease.
India has just started to enter the field, and has a considerable way to go. Till these advancements become viable prognosis, India
needs to be able to ensure preventive measures such as regular screening, early detection and quality healthcare treatment.
Venkataramanan is with Tata Trusts. Koppikar is with Prashanti Cancer Care Mission
Page 44 of 55
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Publication: NRI News Edition: Online Web
Published Date: 2nd
February Page No.:
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#LosingIsNotAnOption: Launch of India’s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and Swasth India
http://nrinews24x7.com/losingisnotanoption-launch-of-indias-largest-breast-cancer-screening-drive-by-tata-trusts-prashanti-cancer-care-and-swasth-india/ Pune: Breast cancer is on the rise in India. Every year 1 in 200 women are diagnosed with breast cancer and more than 1 Lakh new breast cancer cases occur. Tata Trusts not only recognize the possible threat that this disease poses to the lives of millions of women but also that Breast Cancer is curable if detected early. Early detection remains the most important strategy to counter Breast Cancer. However, lack of awareness in women about symptoms, screening modalities, self-examination and/or routine mammography leads to negligence; thereby, resulting in costly delays in diagnosis and treatment. While Tata Trusts support and drive innovation across several sectors, the health portfolio enjoys a special focus, with Cancer Care as a key area within it. Tata Trusts along with Prashanti Cancer Care Mission and Swasth India Foundation, have collaborated to help combat this disease that threatens many of the women in our country with the launch of their initiative titled #LosingIsNotAnOption, India’s largest Breast Cancer Screening Drive, because for a women losing either her life or even her breast, is not an option. The launch event held at the Police Grounds in Pune, witnessed the presence of R. K. K. Krishna Kumar, Trustee, Tata Trusts, Hon’ble Guardian Minister Shri. Girish Bapat, Padmavibhushan, Dr. R.A. Mashelkar, National Research Professor, Dr. L.S. Shashidhara, Vice-President, Indian National Science Academy, R. Venkatramanan, Executive Trustee, Tata Trusts and Dr. C.B Koppiker, Surgical Oncologist and Managing Trustee, Prashanti Cancer Care Mission. The diagnostic van was unveiled by celebrity and breast cancer awareness advocate Kajol Devgan; also the Brand Ambassador of Prashanti Cancer Care Mission. A compelling campaign with a media mix comprising outdoor, radio, cinema halls and social media involving real women who have fought and conquered breast cancer, was also launched to drive home the benefits of early detection and urge women to get themselves screened regularly. The key message of the campaign is that breast cancer is not a lost case. It is curable if diagnosed early and hence the only way to prevent loss of life or breast is to get regular screenings done. Speaking at the occasion, R. K. K. Krishna Kumar, Trustee, Tata Trusts said, “Cancer care has been a key priority of the Trusts as part of our overall health portfolio. With breast cancer on the rise in India, we believe that it is imperative to build awareness, and encourage women to take preventive action. Through this initiative, we aim to get women to learn to recognize the threat, and undergo routine screening processes to curb the concern. Our endeavor is to enable a ‘cancer-free’ and ‘cancer-screened’ environment in Pune City and its suburbs.” With this initiative, women across Pune District will have access to state-of-the-art technology led mobile vans which are fully equipped to run the necessary screenings as well as other minor procedures. The collaboration will aim at effectively carrying out spot screening and early detection of breast cancer, to mitigate the increasing number of cases in the district. This mobile unit also saves valuable time and ensures timely delivery of results, thereby saving lives by detecting cancer at an early stage. Dr. C.B Koppiker, renowned Breast Onco-surgeon and Managing Trustee, Prashanti Cancer Care Mission said “Through this partnership, healthcare solutions which have higher rate of penetration and positive outcomes will become accessible and affordable to women.” This project is aimed at defining an early diagnostic intervention aimed at delivering Breast and Cervical care of affordable excellence to the doorsteps of women. Its primary objective is to bring down the mortality and morbidity of the disease by diagnosing early. India has witnessed an increase in mortality rates of breast cancer patients primarily due to lack of awareness regarding preventive measures, unaffordability of cancer treatment, dearth of technology driven innovations and unhealthy lifestyle choices. However, it must be noted that breast cancer has the longest latency period of 8 to 10 years, as compared to other forms of cancers. If patients undertake regular screening and self-examination, they may be able to detect it at an early stage and avail treatment. Preventive action can save the lives of those afflicted with this disease.
Page 45 of 55
Publication: Desi Jam Edition: Online Web
Published Date: 2nd
February Page No.:
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Tata Trusts and Prashanti Cancer Care Mission collaborate to combat breast cancer http://desijam.in/tata-trusts-and-prashanti-cancer-care-mission-collaborate-to-combat-breast-cancer/
Breast cancer is on the rise in India. Every year 1 in 200 women are diagnosed with breast cancer and more than 1 Lakh new breast cancer cases occur. Tata Trusts not only recognize the possible threat that this disease poses to the lives of millions of women but also that Breast Cancer is curable if detected early. Early detection remains the most important strategy to counter Breast Cancer. However, lack of awareness in women about symptoms, screening modalities, self-examination and/or routine mammography leads to negligence; thereby, resulting in costly delays in diagnosis and treatment. While Tata Trusts support and drive innovation across several sectors, the health portfolio enjoys a special focus, with Cancer Care as a key area within it. Tata Trusts along with Prashanti Cancer Care Mission and Swasth India Foundation, have collaborated to help combat this disease that threatens many of the women in our country with the launch of their initiative titled #LosingIsNotAnOption, India’s largest Breast Cancer Screening Drive, because for a women losing either her life or even her breast, is not an option. The launch event held at the Police Grounds in Pune, witnessed the presence of R. K. K. Krishna Kumar, Trustee, Tata Trusts, Hon’ble Guardian Minister Shri. Girish Bapat, Padmavibhushan, Dr. R.A. Mashelkar, National Research Professor, Dr. L.S. Shashidhara, Vice-President, Indian National Science Academy, R. Venkatramanan, Executive Trustee, Tata Trusts and Dr. C.B Koppiker, Surgical Oncologist and Managing Trustee, Prashanti Cancer Care Mission. The diagnostic van was unveiled by celebrity and breast cancer awareness advocate Kajol Devgan; also the Brand Ambassador of Prashanti Cancer Care Mission. A compelling campaign with a media mix comprising outdoor, radio, cinema halls and social media involving real women who have fought and conquered breast cancer, was also launched to drive home the benefits of early detection and urge women to get themselves screened regularly. The key message of the campaign is that breast cancer is not a lost case. It is curable if diagnosed early and hence the only way to prevent loss of life or breast is to get regular screenings done. Speaking at the occasion, R. K. K. Krishna Kumar, Trustee, Tata Trusts said, “Cancer care has been a key priority of the Trusts as part of our overall health portfolio. With breast cancer on the rise in India, we believe that it is imperative to build awareness, and encourage women to take preventive action. Through this initiative, we aim to get women to learn to recognize the threat, and undergo routine screening processes to curb the concern. Our endeavor is to enable a ‘cancer-free’ and ‘cancer-screened’ environment in Pune City and its suburbs.” With this initiative, women across Pune District will have access to state-of-the-art technology led mobile vans which are fully equipped to run the necessary screenings as well as other minor procedures. The collaboration will aim at effectively carrying out spot screening and early detection of breast cancer, to mitigate the increasing number of cases in the district. This mobile unit also saves valuable time and ensures timely delivery of results, thereby saving lives by detecting cancer at an early stage. Dr. C.B Koppiker, renowned Breast Onco-surgeon and Managing Trustee, Prashanti Cancer Care Mission said “Through this partnership, healthcare solutions which have higher rate of penetration and positive outcomes will become accessible and affordable to women.” This project is aimed at defining an early diagnostic intervention aimed at delivering Breast and Cervical care of affordable excellence to the doorsteps of women. Its primary objective is to bring down the mortality and morbidity of the disease by diagnosing early. India has witnessed an increase in mortality rates of breast cancer patients primarily due to lack of awareness regarding preventive measures, unaffordability of cancer treatment, dearth of technology driven innovations and unhealthy lifestyle choices. However, it must be noted that breast cancer has the longest latency period of 8 to 10 years, as compared to other forms of cancers. If patients undertake regular screening and self-examination, they may be able to detect it at an early stage and avail treatment. Preventive action can save the lives of those afflicted with this disease.
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Electronic
Publication: DD News Date: 31st Jan 2016
Link: http://we.tl/bG2EBSoYbJ
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Publication: India TV Date: 31st Jan 2016
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Publication: Zee 24 Taas Date: 31st Jan 2016
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Publication: TV9 Date: 31st Jan 2016
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Publication: Saam TV Date 31st Jan 2016
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Publication: ABP Mahja Date 31st Jan 2016
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Publication: MI Marathi Date 31st Jan 2016
Link: http://we.tl/jaI2fQ0hCH