Role: Art Director, Writer
The campaign "IGNORANCE" conducted by CPAA (Cancer Patients Aid Association) in October 2008 was focused on creating awareness and encouraging action against breast cancer, particularly targeting working-class women in Mumbai. The campaign aimed to address the issue of ignorance surrounding breast cancer and its early detection.
As part of the initiative, CPAA organized a month-long free check-up program for breast cancer. During this period, women in Mumbai, especially those in business centers like Bandra Kurla Complex (BKC) and Nariman Point, were encouraged to participate in the check-up sessions. The purpose was to make breast cancer screening more accessible to working-class women who might not have easy access to healthcare resources.
By providing free check-ups, the campaign sought to spread awareness about breast cancer, its risk factors, and the importance of early detection. Early detection can significantly improve the chances of successful treatment and recovery for individuals diagnosed with breast cancer. By conducting the campaign in prominent business areas, CPAA aimed to reach a larger audience and promote the message of breast cancer awareness among urban working-class women.
Breast cancer is a serious health concern, and campaigns like "IGNORANCE" play a crucial role in educating people about the disease, dispelling myths and misconceptions, and encouraging individuals to take proactive measures for their health. Public awareness campaigns and regular screening programs are essential in the fight against breast cancer, as they contribute to reducing its impact on society and saving lives.
The campaign received a positive response, with numerous women actively participating and benefiting from CPAA's initiative.
