The American Oncology Institute (AOI), a cancer hospital chain in south Asia, has announced an association with MC Mary Kom, the chairperson of the Athletes Commission of the Indian Olympic Association (IOA), for its “Early Detection of Cancer” campaign.
The campaign aims at spreading awareness about early detection of cancer and regular screening across the country, including north-eastern India, which has had the highest cases of cancer.
As part of this campaign, the AOI, in association with Mary Kom, has further launched a short film in public health interest. The film tries to capture the essence of early cancer diagnosis and draws public attention to regular screening for cancer by using phrases like “think before time” and “act before time”.
The video will be further released across social media platforms in over five regional and vernacular languages. The digital campaign is already live across the AOI’s social media channels and has been released in more than ten states in the form of outdoor and other in-house advertising.
The AOI regularly organises free cancer screening camps across its 16 units and has successfully screened 10,000+ people. Through this awareness campaign, it intends to reach as many people as possible to highlight the importance of early cancer detection. This also reinforces the commitment of the AOI’s tagline, “we journey with you”, by educating and empowering the masses.
Commenting on the association, Mary Kom said:
“Just as for an athlete one of the most important things is to be well prepared for every situation, to be able to beat your opponent and win the game, the same is with cancer where early diagnosis is much like developing your defensive skills. Infact, regular screening increases chances of detecting certain cancers early.
“With Cancer, the earlier you detect the condition, the higher are the chances of a better outcome. It’s like knowing every move of your opponent. Through this association, I hope to spread the importance of early detection of cancer and empower each and every individual so that they are well prepared and lead a healthy life.“
Speaking about early detection, Dr Jagprag Singh Gujral, Group CEO, CTSI, South Asia, said:
“With the increasing rate of cancer in the country, it is imperative to spread awareness about early detection and diagnosis of various types of cancers. We are glad to be associated with Mary Kom for the enormous task of voicing out the importance of regular screening and early detection of Cancer which can significantly improve survival rates and outcomes. AOI has always remained at the core of offering precision cancer care solutions and with this association; we take a step ahead in our commitment.”
Tina Choudhury, Campaign Lead, CTSI South Asia, said:
“Awareness is the key to early detection of Cancer which also resonates in all our brand campaigns. To amplify our brand’s messaging further, we are delighted to have associated with Mary Kom. She is the true advocate to drive our brand narration on ‘early detection’ while connecting it with her boxing principles of moving before the opponent hits or being prepared. We believe that she will be the perfect motivator to encourage people for early diagnosis of cancer and regular screening.“