Print powers Apollo’s breast self-exam awareness drive with Vikatan

Under the brand theme #TalkPink for the year 2024, Apollo Proton Cancer Centre (APCC) along with Apollo Cancer Centers (ACC) and Vikatan Publications, partnered to introduce a unique print innovation in Aval Vikatan, Tamil Nadu’s most widely circulated contemporary women’s magazine. This activity was intended to bridge the awareness gap surrounding breast self-examination, empowering women with a quick and easy 3-minute method to detect potential issues early.

This creative approach aimed to reach women across Tamil Nadu, encouraging proactive health practices in a relatable and accessible format. This first-of-its-kind communication material helps readers understand the touch and feel of a breast lump. The step-by-step instructions along with the physical copy of the magazine serves as a live demonstration to understand the compelling need to do a breast self-examination themselves and validate their risk assessment on their own.

The innovation, designed to educate and engage, includes interactive elements that guide readers through the essential steps of a breast self-exam. Given that early detection of breast cancer can lead to better outcomes and reduce the need for more invasive treatments, this effort aligns with Apollo’s mission to promote preventive health measures among women. Through this novel approach, APCC along with ACC and Vikatan Publications aim to make breast health a priority and a conversation that every woman can engage in confidently.

B Srinivasan, Managing Director, Vikatan Group, said, “As a leading publication, Vikatan has always empowered its readers. Through Aval Vikatan’s collaboration with Apollo Cancer Centres and Apollo Proton Cancer Centre, we are not only raising awareness, but also actively promoting the health and wellness of women across Tamil Nadu. This initiative underscores our commitment to delivering life-saving information in an engaging and accessible format.”

Harshad Reddy, Director – Group Oncology and International, Apollo Hospitals, added here, “Partnering with Vikatan allowed us to bring this message directly into the hands of our audience in an impactful and innovative way. By simplifying the self-exam process, we hope to encourage women to prioritize their health and well-being. Our goal is to make breast self-exams a routine part of every woman’s life.”

This collaborative effort reflects a shared commitment to the welfare of women in Tamil Nadu. Breast cancer remains a leading health threat, and the lack of understanding about how to perform self-examinations can result in missed opportunities for early detection, which is crucial for successful treatment outcomes.This initiative strives to reinforce the importance of women above 40 years to perform Self Breast Examination once in a month and undergo Mammogram once in a year.As part of the brand's impactful #TalkPink campaign, Apollo has undertaken numerous initiatives to inspire women to take proactive action for their breast health rather than remain in a state of mere awareness.