Cervical cancer is one of the most prevalent cancers among Indian women, impacting over 1.23 lakh individuals and causing nearly 77,000 fatalities each year. To address this significant public health challenge, Roche Diagnostics India has launched the #BeYourOwnShero campaign, featuring actress Vidya Balan.
This pioneering campaign employs a range of tactics, including digital and social media, medical expert collaborations, influencer partnerships, and on-the-ground events, to increase awareness of cervical cancer and promote prevention strategies. The Cancer Awareness, Prevention, and Early Detection Trust (CAPED) is also a partner in the initiative to ensure that it reaches working women in major cities.
The campaign features four Hero films on various digital platforms and a dedicated resource hub at cervicalcancer-prevention.com. The WHO is committed to eliminating cervical cancer by 2030, using vaccination, screening, and treatment. Women aged 30-65 are recommended to undergo high-performance HPV DNA testing, with a frequency of every 5-10 years. The #BeYourOwnShero initiative encourages women to prioritize their health and bring about lasting systemic and behavioral changes in healthcare outcomes.
