In recognition of the work done in the field of breast cancer awareness Bristol-Myers Squibb (BMS) won the bronze at the Goafest’s Abby awards 2014. BMS bagged the award under the Public Relations Abby category, a new category of awards introduced this year. There was no gold in the category this year. The team includes Justin D’sa, Corporate Affairs and Vinod EV, Om Thakur from Marketing.
Over 50 per cent breast cancer patients in India are diagnosed in stage three and four. Early detection of the disease remains the cornerstone of breast cancer control. When breast cancer is diagnosed and treated early, the chances of cure and survival rates improve significantly. If detected late, however, curative treatment is often no longer an option. In such cases, palliative care to relieve the suffering of patients and their families is the only option.
The “Pink Drive” was a disease awareness initiative by BMS in collaboration with Priyadarshini Taxi service, a taxi service in Mumbai owned and driven by women. The aim of this initiative was to create awareness among women about breast cancer and educate them on the importance of screening and diagnosis for early detection.
The taxis travelled throughout Mumbai with the message of breast cancer awareness. Approximately 10,000 self breast examination pamphlets were given to all women commuters during Breast Cancer awareness month- October 2013. A leading female oncologist from Tata memorial Hospital, Mumbai inaugurated the Pink Drive. The highlight of the inauguration was the formation of ‘Pink Ribbon’ by the Priyadarshini fleet.
The taxis served as mobile billboards that carried the message of breast cancer awareness to women across Mumbai. Additionally press coverage of the event, acted as a significantly larger medium to convey the disease awareness message.
Direct engagement with approximately 10, 000 women who utilised the taxi service. The entire fleet of Priyadarshini taxis acted as mobile billboards displaying the message of breast Cancer awareness to women across Mumbai. Print and television coverage of the event with the oncologist from Tata Memorial Hospital conveyed key messages to millions of women across Maharashtra State and India.
EP News Bureau– Mumbai
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