With over 1.23 lakh cases and nearly 77,000 deaths each year, cervical cancer is a major public health concern for Indian women. Despite being a preventable disease, there is a lack of knowledge about effective screening methods. To address this issue, Roche Diagnostics India has launched the #BeYourOwnShero campaign, featuring actress Vidya Balan.
This innovative campaign incorporates digital and social media, medical expert collaborations, influencer partnerships, and on-the-ground events to raise awareness about cervical cancer, clarify vaccination and screening misconceptions, and advocate for the HPV test. The Cancer Awareness, Prevention, and Early Detection Trust (CAPED) is also part of the initiative to ensure that it reaches working women in major cities.
The campaign comprises four Hero films showcased across various digital platforms and a dedicated resource hub at cervicalcancer-prevention.com. The WHO aims to eliminate cervical cancer by 2030, utilizing 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 create lasting systemic and behavioral changes in healthcare outcomes.