New Delhi, February 5, 2024: Apollo Cancer Centres (ACCs) has introduced 'Unmask Cancer,' a campaign aimed at spreading awareness about cancer, dispelling myths, and fostering empathy within society.
According to the ACC officials, the initiative is a step to address the unfortunate reality of discrimination faced by cancer winners.
'Unmask Cancer' is the journey of cancer winners who, despite showcasing exceptional skills and qualifications, grapple with the societal biases stemming from their cancer history. The campaign sheds light on the pervasive fear of prejudice, pushing individuals to conceal this vital aspect of their lives, thus echoing the experiences of countless others facing discrimination.
In this pioneering initiative, the Indian Cancer Society, a support group dedicated to the cause of fighting cancer across India since 1951, echoes the intent behind unmasking cancer. It underscores the critical role of emotional well-being in the fight against cancer and addresses the societal biases faced by survivors.
The 'Unmask Cancer' initiative unveils a social experiment video that delves into the consequences of discrimination across various facets of life. Featuring individuals from diverse backgrounds, including societal, corporate, and appearance-related biases, the video culminates with only a few brave cancer winners unmasking themselves due to the support they received from their families and friends.
Neeraj Lal, COO of Apollo Hospitals Ahmedabad, said, "Psychological support is crucial in the journey after cancer treatment. 'Unmask Cancer' aligns perfectly with our mission to provide holistic care, addressing both the physical and emotional aspects of survivorship."
To create awareness and drive a meaningful change within society including the corporate world, ACCs takes 'Unmask Cancer' initiative to the corporate sector and society at large. In addition, a Cancer Sensitization Session led by oncologists and survivors will be introduced. The session will help develop an understanding about the disease and break the stigma around it. The session will be available both online and offline. This engagement will help in fostering a culture of equality and empathy among the people.
Dr. Akash Shah, Senior Consultant of the Department of Medical Oncology, Apollo Cancer Centre, Ahmedabad said, "Our mission at ACC goes beyond providing world-class medical care. We believe in championing the rights of every individual, irrespective of their medical history. 'Unmask Cancer' is a testament to our dedication to creating a society that supports and uplifts cancer survivors."
Salim Jagdu, a Cancer Winner from Jamalpur, Ahmedabad, said, "Hiding the history of my cancer due to fear of discrimination was a burden I carried for years. 'Unmask Cancer' allowed me and my family to share our story and inspire others to do the same. It's time for the society to recognize the strength and resilience of cancer survivors."
Emphasizing the significance of this campaign, Dr. Murtuza Laxmidhar, Director and Senior Consultant of the Department of Surgical Oncology, Apollo Cancer Centre, Ahmedabad, said, "Discrimination against cancer survivors not only hampers their professional and personal lives but also poses a significant threat to their mental and emotional well-being. 'Unmask Cancer' is an unprecedented approach to sensitize society to this critical issue and pave the way for a more compassionate world."
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