COVERAGE REPORT Launch of India s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and Swasth India

Transcription

1 COVERAGE REPORT Launch of India s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and Swasth India Page 1 of 55

2 Article Date Headline / Summary Publication Edition Page No. Journalist Financial 30 Jan Death by cancer - it's preventable The Hindu Business Line Ahmedabad 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer - it's preventable The Hindu Business Line Chennai 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer - it's preventable The Hindu Business Line Kolkata 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer - it's preventable The Hindu Business Line New Delhi 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer it s preventable The Hindu Business Line Mumbai 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer-it's preventable The Hindu Business Line Bangalore 8 R Venkataramanan,CB Koppikar 30 Jan Death by cancer-it's preventable The Hindu Business Line Hyderabad 8 R Venkataramanan,CB Koppikar Mainlines 01 Feb Kajol advises Women On breast Cancer awareness The Times of India Pune 6 TNN 01 Feb Breast cancer screening drive launched in city The Indian Express Pune 3 Bureau 01 Feb 01 Feb 01 Feb Breast Cancer Drive Held in City Sakal Times Pune 2 Bureau All For A Good Cause Pune Mirror Pune 7 Bureau Defeating the emperor of our maladies Mumbai Mirror Mumbai 22 Bureau 01 Feb Showstopper with a cause The Indian Express Pune 1 Bureau 31 Jan 28 Jan 20 Jan Run for a cause Pune Mirror Pune 21 Bureau Early diagnosis translates into cure Sakal Times Pune 1 Ambika Shaligram Our Marathon on January 31 Sakal Times Pune 12 Bureau Regional 01 Feb Breast cancer drive held in city Maharashtra Times. Pune 8 Bureau 01 Feb 01 Feb Breast cancer drive held in city Saamna Pune 10 Bureau Breast cancer drive held in city Sakal Pune 1, 6 Bureau Page 2 of 55

3 01 Feb 01 Feb 01 Feb Breast cancer drive held in city Lokmat Pune 2 Bureau Breast cancer drive held in city Prabhat Pune 6 Bureau Breast cancer drive held in city Pudhari Pune 8 Bureau 01 Feb 01 Feb Kajol advises women on breast cancer awareness Kajol advises women on breast cancer awareness Kesari Pune 1 Bureau Loksatta Pune 5 Bureau Online 01 Feb Breast cancer drive held in city Sakal Times Online Web Bureau 01 Feb Kajol advises women on breast cancer awareness The Times of India Online Web TNN 01 Feb Breast cancer screening drive launched in Pune The Indian Express Online Web Bureau 01 Feb 31 Jan 30 Jan 2 nd Feb 2 nd Feb Breast cancer screening drive launched in Pune Launch of India s largest breast cancer screening drive by Tata Trusts, Prashanti Cancer Care and Swasth India Death by cancer it's preventable Tata Trusts and Prashanti Cancer Care Mission collaborate to combat breast cancer Tata Trusts and Prashanti Cancer Care Mission collaborate to combat breast cancer Nyoooz Online Web Bureau Punekar News Online Web Bureau The Hindu Business Line Online Web R Venkataramanan,CB Koppikar NRI News Online Web Bureau Desi Jam Online Web Bureau Electronic 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast India TV Regional 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast DD News Business 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast Zee 24 Taas Regional 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast TV9 Business 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast Saam TV Regional 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast ABP Mahja Regional 31 st Jan Story - Pune Marathon For Ladies - Win Against Cancer Without Losing a Breast Mi Marathi Regional Page 3 of 55

4 Financial Page 4 of 55

5 Publication: The Hindu Business Line Edition: Ahmedabad Published Date: 30 Jan Page No.: 8 Page 5 of 55

6 Publication: The Hindu Business Line Edition: Chennai Published Date: 30 Jan Page No.: 8 Page 6 of 55

7 Publication: The Hindu Business Line Edition: Kolkata Published Date: 30 Jan Page No.: 8 Page 7 of 55

8 Publication: The Hindu Business Line Edition: New Delhi Published Date: 30 Jan Page No.: 8 Page 8 of 55

9 Publication: The Hindu Business Line Edition: Mumbai Published Date: 30 Jan Page No.: 8 Page 9 of 55

10 Publication: The Hindu Business Line Edition: Bangalore Published Date: 30 Jan Page No.: 8 Page 10 of 55

11 Publication: The Hindu Business Line Edition: Hyderabad Published Date: 30 Jan Page No.: 8 Page 11 of 55

12 Mainlines Page 12 of 55

13 Publication: The Times of India Edition: Pune Published Date: 01 Feb Page No.: 6 Page 13 of 55

14 Publication: The Indian Express Edition: Pune Published Date: 01 Feb Page No.: 3 Page 14 of 55

15 Publication: Sakal Times Edition: Pune Published Date: 01 Feb Page No.: 2 Page 15 of 55

16 Page 16 of 55

17 Publication: Pune Mirror Edition: Pune Published Date: 01 Feb Page No.: 7 Page 17 of 55

18 Publication: Mumbai Mirror Edition: Mumbai Published Date: 01 Feb Page No.: 22 Page 18 of 55

19 Page 19 of 55

20 Publication: The Indian Express Edition: Pune Published Date: 01 Feb Page No.: 1 Page 20 of 55

21 Publication: Pune Mirror Edition: Pune Published Date: 31 Jan Page No.: 21 Page 21 of 55

22 Publication: Sakal Times Edition: Pune Published Date: 28 Jan Page No.: 1 Page 22 of 55

23 Publication: Sakal Times Edition: Pune Published Date: 20 Jan Page No.: 12 Page 23 of 55

24 Regional Page 24 of 55

25 Publication: Maharashtra Times. Edition: Pune Published Date: 01 Feb Page No.: 8 Page 25 of 55

26 Publication: Saamna Edition: Pune Published Date: 01 Feb Page No.: 10 Page 26 of 55

27 Publication: Sakal Edition: Pune Published Date: 01 Feb Page No.: 1, 6 Display: 1/2 Page 27 of 55

28 Publication: Sakal Edition: Pune Published Date: 01 Feb Page No.: 1, 6 Display: 2/2 Page 28 of 55

29 Publication: Lokmat Edition: Pune Published Date: 01 Feb Page No.: 2 Page 29 of 55

30 Publication: Prabhat Edition: Pune Published Date: 01 Feb Page No.: 6 Page 30 of 55

31 Publication: Pudhari Edition: Pune Published Date: 01 Feb Page No.: 8 Page 31 of 55

32 Publication: Kesari Edition: Pune Published Date: 01 Feb Page No.: 1 Page 32 of 55

33 Publication: Loksatta Edition: Pune Published Date: 01 Feb Page No.: 5 Page 33 of 55

34 Online Page 34 of 55

35 Page 35 of 55

36 Publication: Sakal Times Edition: Online Web Published Date: 01 Feb Page No.: Breast Cancer drive held in city Name=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. Page 36 of 55

37 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 37 of 55

38 Publication: The Times of India Edition: Online Web Published Date: 01 Feb Page No.: Kajol advises women on breast cancer awareness 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 38 of 55

39 Publication: The Indian Express Edition: Online Web Published Date: 01 Feb Page No.: 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. Page 39 of 55

40 Publication: Nyoooz Edition: Online Web Published Date: 01 Feb Page No.: 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. Page 40 of 55

41 Publication: Punekar Edition: Online Web Published Date: 30 Jan Page No.: Launch of India s 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 41 of 55

42 Publication: The Hindu Business Line Edition: Online Web Published Date: 30 Jan Page No.: Death by cancer it's preventable 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 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 42 of 55

43 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 43 of 55

44 Publication: NRI News Edition: Online Web Published Date: 2 nd February Page No.: #LosingIsNotAnOption: Launch of India s 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 44 of 55

45 Publication: Desi Jam Edition: Online Web Published Date: 2 nd February Page No.: 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. Page 45 of 55

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48 Electronic Publication: DD News Date: 31 st Jan Link: Page 48 of 55

49 Publication: India TV Date: 31 st Jan Link: Page 49 of 55

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51 Publication: Zee 24 Taas Date: 31 st Jan Link: Page 51 of 55

52 Publication: TV9 Date: 31 st Jan Link: Page 52 of 55

53 Publication: Saam TV Date 31 st Jan Link: Page 53 of 55

54 Publication: ABP Mahja Date 31 st Jan Link: Page 54 of 55

55 Publication: MI Marathi Date 31 st Jan Link: Page 55 of 55