HCG launches breast cancer awareness campaign aligned with FIFA World Cup 2018
#PreserveYourCups campaign initiated by HCG – The specialist in cancer care, is aimed at creating cognizance of how it is important to go for periodic breast cancer screening, so as to not lose the ‘cups’ due to late stage breast cancer treatment
Published - Jul 7, 2018 8:56 AM Updated: Jul 7, 2018 8:56 AM
While every year the cases of breast cancer are on the rise due to factors like lifestyle, hereditary patterns etc, it is important not to allow the same to progress into an advanced stage. #PreserveYourCups campaign initiated by HealthCare Global (HCG) – The specialist in cancer care, is aimed at creating cognizance of how it is important to go for periodic breast cancer screening, so as to not lose the ‘cups’ due to late stage breast cancer treatment. Aspiring for the World Cup is the dream of every participating country and their fans. While the men fight it out in the fields to win the cup for their country, there are women who are fighting the battle against cancer in the field called life. Breast Cancer cases are the highest in women across India and the world, and chances of them winning over cancer is a matter of concern.
As timely screening and detection is key to better cure, HCG is urging women across the country to “Preserve Your Cups” and also men to step up for the women in their lives to ensure they undergo periodic breast cancer screening. The initiative is well communicated by adapting the lingerie route. The lingerie conveys the seriousness of not losing a breast to breast cancer and thereby, the soul of femininity associated with it.
FIFA WorldCup 2018 is one of the most talked about and watched seasons, and the target audience is largely sports lovers. Capturing the attention of these sports enthusiasts through this social media campaign has garnered qualitative engagement and still counting. In a first of its kind initiative by a healthcare brand, the campaign is definitely set to create interesting insights, reach out to the vulnerable audience and set a reminder to be conscious about one’s own health.
Anni Sharma's Story
Anni Sharma was a recently married to her long time beau and was excitedly planning their future together, when she was diagnosed with Stage-2 breast cancer. Her first reaction was one of denial and shock. Since the 30 –year old business executive was well aware of the signs and symptoms of breast cancer due to which, her diagnosis was early and treatment was started. With a positive mind-set and support from her closed ones, she completed her treatment and currently leading a life free of the disease undergoing periodic tests.
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