Fujifilm India launches on-ground breast cancer screening and awareness campaign on National Cancer Awareness Day

Leading the charge in Women Healthcare Imaging, Fujifilm India is on a mission to promote early breast cancer detection. In lines with their strong commitment, Fujifilm India announced its “Find It Early, Fight it Early” breast cancer screening campaign at Dr Suraj Prakash Arogya Kendra run by Bharat Vikas Parishad, Faridabad. Defying the stigma around breast cancer, Fujifilm India vows to carry this initiative to 19 cities in association with 35 cutting-edge diagnostic centres fortified by the state-of-the-art digital mammography solution – Amulet. With strong determination and perseverance, Fujifilm India aims to reach over 90,000 women annually with no-cost, making diagnosis accessible and ensuring equitable healthcare.

As per the Globocan data 2020, in India, breast cancer accounted for 13.5% (178,361) of all cancer cases and 10.6% (90,408) of all deaths. Therefore, Fujifilm India is taking centre stage against this fight with its “Find It Early, Fight It Early” campaign, supporting women in their fight against this life-threatening disease. The comprehensive programme is targeted towards women aged 30 to 65, exhibiting physical symptoms, and aims to significantly boost breast cancer detection and early intervention attempts in urban slums and lower-income communities.

Talking about the announcement, Koji Wada, managing director of Fujifilm India said “The ‘Find It Early, Fight It Early On-Ground Campaign’ is an effort of Fujifilm India to propagate the importance of early detection and periodic screening of lifestyle diseases. Earlier this year we took a step in this mission by making a promotional video to promote the cause of early detection of breast cancer with Sonali Bendre who is our brand ambassador for breast cancer screening advocacy. Now as an on-ground activity, we aim to further reach women from all walks of life especially in the economic weaker section of the society so that we can make the technology and it’s reach more inclusive and contribute to the society in little ways that we can.”

In order to establish a seamless procedure with an impactful outcome, the programme will utilise a variety of tools, such as projectors for video education, informational materials like flyers and brochures to aid in retaining information, and an electronic screening application to generate beneficiary data and record diagnosed conditions. Additionally, a learning management system will be used for staff training and electronic counselling along with follow-up services for the identified patients.

“As early detection and accessibility continue to be a crucial part of our battle against breast cancer, the beginning of our on-ground campaign today marks strong testament towards women healthcare poised. Starting today, every step we take will be in direction to make this activation successful – where success means propelling the importance of early detection, pursuing the women to step up, get screened and Find It Early and Fight It Early” said Chander Shekhar Sibal, HOD & vice president of healthcare business at Fujifilm India.

Speaking about this initiative, Dr Ramesh Aggarwal, director at Dr Suraj Prakash Arogya Kendra, Faridabad said, “We believe that helping women across the nation will directly ensure a healthier future for all. So, our partnership with Fujifilm India for the noble cause of early breast cancer detection aligns perfectly with this vision. Together, we will also be providing the required education for women to make informed decisions about their health.”

Earlier last month, Fujifilm India also partnered with Bollywood actress Sonali Bendre for their ad campaign titled 'Let’s find it early. Fight it early' portraying the importance of early detection of breast cancer among the masses. The heart-touching ad film encompassed Sonali Bendre's remarkable voyage of resilience, as an advocate in the battle against cancer.

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