Ogaan Cancer Foundation creates a breast cancer awareness campaign

25 Jul,2012

By A Correspondent


In a bid to support the cause of breast cancer awareness, Ogaan Cancer Foundation has created a new campaign with filmmaker, Zoya Akthar, who has directed, scripted and conceptualized a Public Service Announcement (PSA) titled “Because My World Is Not The Same”. The PSA has ‘men’ talking about the ‘women’ in their lives and what they mean to them. The PSA gives all a unique opportunity to journey into the rarely-seen softer and emotional sides of Bollywood’s prominent actors.


The campaign stars Abhay Deol, Arjun Rampal, Farhan Akhtar, Ranbir Kapoor and Shahid Kapoor get candid pledging their support to the cause along with Zoya. In the PSA, the actors talk about the women in their lives and sensitizing the viewers’ about women-related ailments like breast cancer. The campaign aims at being timeless in its overall look, and feel yet creating awareness about Breast Cancer in an outspoken manner.


According to statistics, it is believed that ‘fear’ is the number one obstacle that keeps women from taking precautionary measures; and the presence of male celebrities will remind and urge women to take care of their health. Additionally, to spread the message that early detection is the strongest weapon in the fight against breast cancer.


Commenting on this latest campaign, Preeta Sukhtankar, Director, Elle Breast Cancer Campaign said: “Breast Cancer is a disease that affects many women and when diagnosed at an early stage is curable. We wanted to spread awareness of this very message. Zoya, an influential ‘woman’ and a skilled communicator, is not only an admired film director but is also a friend of the cause. She has beautifully brought out not only the message, but captured a myriad of emotions from normally contained superstars though this PSA.”


On the public awareness campaign, Zoya Akhtar said: “Yes breast cancer afflicts women, but it’s not something I see as women’s issue. Cancer affects more than the patient, it affects every family member and loved one. It has no gender and therefore we need to take the message out to not just women but men as well. We need to open up dialogue and make it relevant and all right for men to ask the women in their lives if they have been checked recently.”


The campaign will be on-air in the coming few days.

Link: www.ebcc.in/film



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