In a bid to reach to its target audience of women at the on-ground level, Meow FM, the talk-based radio station for women from Radio Today Broadcasting Ltd, has come up with a ‘Walkathon’ to raise awareness about breast cancer. The walk, powered by the Indian Cancer Society (ICS), will take place in the Capital around India Gate premises on October 14 at 8 am.
After completing the walk, the participants will convene for a gathering at the India Gate lawns, where the ceremonial inauguration would be done by Delhi CM Sheila Dixit, followed by a keynote address by Minister of Woman and Child Welfare, Renuka Chaudhary. Two breast cancer survivors will then speak about their experiences, while two Delhi-based doctors will address the gathering. Dr Kiran Bedi, Director General-Bureau of Police Research and Development, would also take part in the ‘Walkathon’.
Radio Today Broadcasting Ltd has been promoting this walk solely on its station, and has claimed that the response has been overwhelming. According to Gilroy Ashley Tills, Senior Vice President and Head-National Impact, Radio Today Broadcasting Ltd, “We have received 2,000 SMSes in just four days of promoting the event on our radio station. As of now, we have a registered participation figure of 1,600.”
Talking about the demographics of participation at the walk, Tills added, “While we have observed that women are eager to be accompanied by their male significant other, we are making it a point that no men would be coming in alone for this walk, and, therefore, are encouraging them to get women to walk with them. We began work on this initiative two months ago, and this will be a regular property for the future, with the walk taking place every year on October 14.”
Kits containing information on breast cancer and a T-shirt to be worn for the walk are being sent to the participants, who have to formally register themselves by paying Rs 100. The money thus collected would be donated to the Indian Cancer Society. The ‘Walkathon’ will be covered Live by Aaj Tak and Headlines Today. The event would also feature a cultural dance programme by ‘Can-Kids’, a division of ICS, comprising kids suffering from some form of cancer.