As part of the campaign, the brand has also introduced an easy-to-use, self-training module to detect the early signs of lump formation.
SBI Life Insurance has launched its self-examination awareness campaign titled 'Thanks A Dot', a breast cancer awareness initiative supported by the Women's Cancer Initiative-Tata Memorial Hospital. The program intends to empower Indian women by educating them about early lump detection through simple self-examination techniques. An easy-to-use, self-training module to detect the early signs of lump formation can be ordered free of cost through SBI Life's corporate website.
The communication and online promotions will be handled and executed by SBI Life's digital and social media partner, WATConsult, the digital and social media agency from Dentsu Aegis Network.
Ravindra Sharma, chief of brand and corporate communications, SBI Life Insurance, says "Cancer in India has more than doubled over the last 26 years. The impact can be devastating on families both emotionally and financially. Though breast cancer is most common among Indian women in terms of occurrence as well as mortality, it continues to remain a taboo. Moreover, women who are aware of the concept of self-examination are unsure of what a lump feels like. While improving tactile capacity in women, 'Thanks A Dot' also simultaneously fosters positive conversations around self-breast examination thereby, breaking social barriers that have plagued our society for long."
According to the Union Health Ministry, Breast Cancer ranks as the number one cancer disease among Indian females. Around 20 per cent of breast cancers are detected by physical examination. Unfortunately, only 38 per cent of women regularly undergo self-breast examinations. Further studies indicate that 1 in 28 women are likely to develop breast cancer during her lifetime making self-examination even more essential. While treatment costs can range between INR 2.5 lakhs to 20 lakhs, there is an alarming need for financial preparedness for the treatment, if diagnosed.
Devieka Bhojwani, a breast cancer survivor and vice president of the Women's Cancer Initiative-Tata Memorial Hospital, says, "The Women's Cancer Initiative has constantly been working towards making a difference by spreading awareness about the importance of early detection in Breast Cancer. India is seeing a steady rise in cases of Breast Cancer with as many as 1, 00,000 new cases detected every year. Early detection is vital and can improve cure rates in about 80 per cent of the cases. Many Indian women and their families rarely understand the importance of this issue and fail to undergo regular check-ups. SBI Life's Thanks A Dot tool allows you to learn and understand what a lump would feel like."
The 'Thanks A Dot' self-detection tool has been designed using real breast cancer mammograms to re-create breast cancer lumps using a special algorithm and 3D printing. The breast cancer lump shapes are put on a learning card inspired by Braille. Users solve puzzles and quizzes using the special language (on the learning card), thus capturing a positive feeling of carrying out early detection examination and promoting regular self-checks.
SBI Life has leveraged multiple digital platforms to launch the 'Thanks A Dot' awareness initiative. The campaign has rolled out with the launch of a video that highlights the significance of the power of touch and showcases the benefits of self-breast examination through the tool. The video urges every woman to take a step further and inculcate a habit of self-breast examination regularly and confidently.
Rajiv Dingra, founder and chief executive officer, WATConsult, says, "Early detection is the key to breast cancer survival and even though many women are aware of this, most are unsure of how to feel for a lump formation. Inspired by the Braille language and the 'Power of Touch', we created an innovative product to bring the power of detection to your fingertips and enable women to take necessary actions sooner rather than later."
The first phase of the initiative kicked off on International Women's Day featuring the 'Real Life Real Story' video of Mrs Sujaya Walia, a breast cancer survivor and activist. In the video, Mrs Walia is seen talking about her journey fighting cancer; how family and financial preparedness holds the key and she urges more women to come forward and discuss such issues openly.