Cervical cancer, impacting over 1.23 lakh women and causing nearly 77,000 deaths in India yearly, demands greater awareness of the preventable nature of this disease and the importance of early detection. To address this urgent need, Roche Diagnostics India has launched the #BeYourOwnShero campaign, featuring the influential actress Vidya Balan.
This powerful campaign employs social and digital media, collaborations with medical experts, influencer partnerships, and grassroots events to spread knowledge about cervical cancer, clarify vaccination and screening misconceptions, and advocate for the HPV test. A partnership with the Cancer Awareness, Prevention, and Early Detection Trust (CAPED) further strengthens the initiative’s reach among working women in major Indian cities.
By leveraging multiple digital platforms to showcase four Hero films and providing an informative online resource hub at cervicalcancer-prevention.com, the campaign seeks to create a lasting impact on women’s health. The WHO’s goal to eliminate cervical cancer by 2030 relies on vaccination, screening, and treatment, including high-performance HPV DNA tests for women aged 30-65. The #BeYourOwnShero movement empowers women to prioritize their health and effect systemic and behavioral change in healthcare outcomes.