Vidya Balan becomes the face of early cancer detection campaign
Bollywood actor Vidya Balan has been appointed as the National Ambassador for the 'Sanjeevani: United Against Cancer' program's second phase. The initiative, launched by the Federal Bank Hormis Memorial Foundation and News18 Network, aims to promote early cancer detection. Tata Trusts is serving as a knowledge partner in this endeavor. The campaign, titled #TimeNikaaleinScreenKarein, will kick off in September with a public service message from Balan.
Balan to encourage early cancer screening through campaign
As part of the #TimeNikaaleinScreenKarein campaign, Balan will encourage both men and women to prioritize cancer screening. The initiative seeks to foster a change in attitudes and behaviors toward early screening by fostering effective partnerships and promoting community engagement. Given her widespread appeal as a leading figure in Indian cinema, Balan's involvement in the campaign is expected to significantly enhance its reach and impact across the country.
'Screening essential for detecting cancer before symptoms appear'
Balan, commenting on her association with the campaign, said, "Screening is an essential component for detecting cancer before symptoms appear, allowing for timely and better health outcomes. Through this program, I hope to use my voice to reach out to the citizens of the nation sparking conversations around dissipating myths, misconceptions and attitudes toward cancer screening and for the adoption of preventive health behavior."
'Sanjeevani is Federal Hormis Memorial Foundation's flagship initiative'
MVS Murthy, Chief Marketing Officer at Federal Bank, said, "Sanjeevani is Federal Hormis Memorial Foundation's flagship initiative, that has strapped itself with multiple partners for an uphill climb." He added that the foundation works on various levels including patient support, promoting early testing, enabling screening through corporate and residential programs, and awareness-building initiatives. He emphasized the importance of regular testing and early detection in combating cancer.
'Aim to make conversations around cancer screening personal, heartfelt'
Sidharth Saini, COO of News18 Studios, expressed his gratitude for having Balan as the campaign's brand ambassador. He emphasized the urgency and importance of regular screenings in light of the growing population and increasing number of cancer cases. "With her presence and intervention, we aim to make conversations around cancer screening personal, heartfelt and stigma-free, like a caring nudge from someone you trust," he said.
