BeYourOwnShero: Vidya Balan Advocates for Cervical Cancer Prevention in Roche Diagnostics India’s New Initiative
India’s battle against cervical cancer, which affects more than 1.23 lakh women and results in approximately 77,000 fatalities each year, has found a new champion in the form of acclaimed actress Vidya Balan. Together with Roche Diagnostics India, she is spearheading the #BeYourOwnShero campaign to raise awareness about the preventable nature of this disease and the crucial role of early detection.
The innovative campaign uses digital and social media, medical expert collaborations, influencer connections, and on-the-ground events to inform women about cervical cancer and dispel vaccination and screening misconceptions, all while emphasizing the value of the HPV test. Roche Diagnostics India has also partnered with the Cancer Awareness, Prevention, and Early Detection Trust (CAPED) to expand the campaign’s reach to working women in major metropolitan areas.
The WHO is dedicated to eradicating cervical cancer by 2030, focusing on vaccination, screening, and treatment methods. High-performance HPV DNA tests, recommended for women aged 30-65, are a crucial component of this strategy. The #BeYourOwnShero initiative aims to inspire women to take control of their health, fostering vital systemic and behavioral changes in healthcare outcomes.