The cases of breast cancer in India stand at 1 in every 22. With the alarming increase rate, it is estimated to cause more deaths among women than any other cancer by 2030. The hurdles in beating this particular cancer lie across all stages, starting from awareness to diagnosis, and from counselling to treatment.
This year, all through October, the Breast Cancer Awareness month, Cancer Patients Aid Association (CPAA) has undertaken an initiative titled Short-cut October, to create widespread awareness regarding breast cancer, while encouraging people to show their support for those battling the crippling condition.
People can show their support by either cutting their hair short, and donating it to make wigs for those who lose their own hair (and a crucial part of their identity) as a part of their Cancer battle, or by simply making a donation towards building a corpus of funds to help patients who need it.
The campaign has already gotten people talking and support has already been garnered from celebrities like Harsha Bhogle, Vivek Oberoi, Jonty Rhodes, Aahana Kumra, RJ Archana Pania, Aparshakti Khurana and Varun Sharma.
Regarding the fundraising initiative, Anoj Viswanathan, President and co-founder, Milaap said, “Cancer-care as an insurance product has only emerged over the past couple of years. Crowd-funding is emerging as a promising route to tackle financing healthcare emergencies, especially in tertiary healthcare. Cancer-care is one of the major causes people raise funds for on Milaap. Initiatives like Shortcut October deserve attention and support, and the digital world is a great place to reach out to like-minded people across the world for support. After all, a donation is only an explicit expression of support.”
While there are shortcomings on every stage of this disease, reports suggest that 60% of breast cancer cases in India are diagnosed at stage 3 and 4. Despite good medical facilities, 4 out of 10 women don’t complete their treatment due to their financial and emotional burden. The campaign goes one step further to address this as well. They have partnered with Milaap, crowd funding platform, to raise a corpus of rupees 1 crore to address the impediment of financial constraint at least 2000 patients and their families face in battling Breast Cancer.
Speaking about this cause, popular cricket commentator Harsha Bhogle said, “About 2.5 million people in India suffer from cancer. Among women, breast cancer is the most commonly occurring form of cancer in India, at 27 %. In Urban areas one in 22 women runs the risk of being affected by breast cancer. For every 2 women diagnosed one succumbs to the disease. Join our initiative Shortcut October, if you have long hair, donate 8 to 12 inches of your hair which will make a lot of difference. Cancer also financially paralyzes the life of people so donate how much you can as every little donation counts”
Regarding their initiative, Anita Peter (Executive Director CPAA) said, “A change is always made great by the contribution of the people. This is your chance to be the driving force behind the cause that as a crippling effect on women.”
SRK Universe, the world’s ‘largest’ online fan club for Shah Rukh Khan has also shown their support by taking the cause to their online audience of over 20 Million.
Kevin Martyres, Founder & CEO, The Benefactors, who were solely responsible for planning & executing Shortcut October for CPAA said, “It’s all about the sacrifice, we as humans can make for the greater good. The movement sheds light on a much overlooked disease. One in every 22 women in India suffers from breast cancer; let’s try to put an end to this”
The campaign will end on October 31st.