coverage report - tata trusts · 2019. 9. 11. · launch of india’s largest breast cancer...

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COVERAGE REPORT

Launch of India’s largest breast cancer screening drive by Tata Trusts,

Prashanti Cancer Care and Swasth India

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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


Business Line Chennai 8


30 Jan 2016


Business Line Kolkata 8


30 Jan 2016


Business Line New Delhi 8


30 Jan 2016

Death by cancer — it’s preventable The Hindu

Business Line Mumbai 8


30 Jan 2016

Death by cancer-it's preventable The Hindu

Business Line Bangalore 8


30 Jan 2016

Death by cancer-it's preventable The Hindu

Business Line Hyderabad 8


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

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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


Loksatta Pune 5 Bureau

Online

01 Feb 2016

Breast cancer drive held in city Sakal Times Online Web Bureau

01 Feb 2016


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


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


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


Against Cancer Without Losing a Breast TV9 Business

31st Jan

2016


Against Cancer Without Losing a Breast Saam TV Regional

31st Jan

2016


Against Cancer Without Losing a Breast ABP Mahja Regional

31st Jan

2016


Against Cancer Without Losing a Breast Mi Marathi Regional

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Financial

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Publication: The Hindu Business Line Edition: Ahmedabad

Published Date: 30 Jan 2016 Page No.: 8

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Mainlines

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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


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Regional

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Publication: Maharashtra Times. Edition: Pune


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Publication: Saamna Edition: Pune


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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

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Online

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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

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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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Publication: The Times of India Edition: Online Web


Display: 1/1


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."

http://timesofindia.indiatimes.com/city/pune/Kajol-advises-women-on-breast-cancer-awareness/articleshow/50801081.cms

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Publication: The Indian Express Edition: Online Web


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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

http://indianexpress.com/article/cities/pune/breast-cancer-screening-drive-launched-in-pune/

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Publication: Nyoooz Edition: Online Web


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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

http://www.nyoooz.com/pune/340205/breast-cancer-screening-drive-launched-in-pune

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Publication: Punekar Edition: Online Web

Published Date: 30 Jan 2016 Page No.:

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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.



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Publication: The Hindu Business Line Edition: Online Web

Published Date: 30 Jan 2016 Page No.:

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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.

http://www.thehindubusinessline.com/opinion/death-by-cancer-its-preventable/article8168781.ece

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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

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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.

http://nrinews24x7.com/losingisnotanoption-launch-of-indias-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/

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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.

http://desijam.in/tata-trusts-and-prashanti-cancer-care-mission-collaborate-to-combat-breast-cancer/

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coverage report - tata trusts · 2019. 9. 11. · launch of india’s largest breast cancer...

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