Fujifilm India’s film for Breast Cancer Awareness Month campaign

Self-Examination is advised to all women

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Dr. Saphalta Baghmar, Senior Consultant, Dept. of Medical Oncology, Amrita Hospital, Faridabad (Photo: Amrita Hospital)

New Delhi 19 October 2022 – The simple act of breast self-examination once a month can save the life of as many as 30-40% of breast cancer patients in India, who currently die of the disease because it gets detected in advanced stages when no treatment is possible. About 75% of all breast cancer patients in the country are already in stage 3 or 4 of the disease when it gets diagnosed, leading to a survival rate of only 20%.

Dr Saphalta Baghmar, senior consultant, in the deparment of Medical Oncology, Amrita Hospital, Faridabad said,” It is recommended for women to self-examine once a month when they turn 20 years of age to detect it in very early stages. It involves looking at and feeling the breasts to detect any anomalies. This self-examination, takes only a few minutes. If detected in stage 1, there are 98-99% chances of being cured with proper treatment.”

“Late pregnancies after the age of 30, or not having a child at all, increase the chances of getting breast cancer.” concluded Dr Baghmar.

In line with Breast Cancer Awareness Month, Fujifilm India has launched a new campaign featuring breast cancer survivors. The campaign has been introduced with an aim to spread awareness about breast cancer, the impact the disease has on the health of an individual and highlighting the importance of regular screenings.

Fujifilm India’s campaign’s digital film features inspiring stories of four women who defeated breast cancer and emerged Heroes. The term Heroes has been used in the video to define the heroic spirit of these women who fought this life-threatening disease with sheer resilience. The video showcases the journey of four such women sharing individual stories of battling with breast cancer, highlighting how they were diagnosed, what was the process of their treatment along with factors that helped them stay motivated and supported them throughout. Through the video, they also leave a message for all breast cancer patients who are currently fighting, to stay strong and not to neglect oneself.

Koji Wada, Managing Director, Fujifilm India, said, “We’re pleased to launch the new brand campaign film to spread awareness about breast cancer. As a brand, our efforts have always been to encourage people to look after their health, and therefore the new video focuses on the significance health checkups in order to prevent diagnostic delays. With this campaign we want to encourage both women and men to become more attentive to the signs and symptoms of breast cancer.”

Dr Mohit Sharma, senior consultant and HOD of Plastic and Reconstructive Surgery, Amrita Hospital, Faridabad said, “Most women who had breast removed due to cancer opt for breast reconstruction, if counselled by their oncologist. After breast reconstruction surgery, women feel much more emotionally stable because the stigma associated with mastectomy goes away and they start to feel normal physically as well as psychologically. In our 20 years of experience, we have found that women are incredibly happy after breast reconstruction. They don’t have to wear specific clothes to hide their deformities and heal completely mentally and psychologically. In fact, most of them tend to forget that they are breast cancer survivors. Hence it is our responsibility to inform patients about breast reconstruction surgery after mastectomy.”

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