October is the national breast cancer awareness month and with free breast cancer checkups and cool discounts at leading pubs, city dwellers are sure endeavoring to raise awareness levels.
October is the national breast cancer awareness month and with free breast cancer checkups and cool discounts at leading pubs, city dwellers are sure endeavoring to raise awareness levels.
According to leading doctors, breast cancer is becoming increasingly common in urban women. "In rural India, women mainly suffer from cervical cancer, due to poor hygiene conditions. Earlier, this was a situation in urban areas, but now breast cancer has become more common," says Dr Boman Dhabhar from the BND Oncocenter, Dadar, who also supports the Pond’s Let’s Pink initiative. The international skincare brand has arranged for free preliminary breast cancer checkups for women, till October 24, at various hospitals across the city, including Bombay Hospital and Asha Cancer Hospital.
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"We are conducting clinical exams of women in the at-risk age group. Through these checkups we can provide an early diagnosis, if necessary," says Dr Vimal Jain of Medico Surgical Hospital. Dr Jain is one of the twelve oncologists associated with the cause.
Besides Ponds, other breast cancer awareness campaigns include popular nightclub Hard Rock Café’s Pinktober. "Like every year, this time too, we have specially designed Pinktober merchandise, which will be put up for sale, along with innovative pink cocktails, at all the outlets. The proceeds will be donated to Ogaan Cancer Foundation," says Jay Singh, co-founder and executive director, HRC.
Lifestyle brands are also showing solidarity with this cause. While jewellery brand Tara Jewellers has created three pendants inspired by the pink ribbon, accessories brand Hidesign has launched a limited edition pink ribbon collection. Twenty per cent of their proceeds will be donated to awareness programmes.
Free checkups till Oct 24 at:
* Bombay Hospital
* Hinduja Hospital
* Nanavati Hospital
* Mandapeshwar Hospital
* Medico Surgical Hospital
* Criti Care Hospital
* Triumph Oncology Clinic
* Asha Cancer Hospital
* Jupiter Hospital
* BND Oncocentre
* BESB MG Hospital
* Hallmark Vasant Society
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