Kaise Ka Cancer

Synopsis
The campaign thought of 'Kaise Ka Cancer' was based on extensive research that picked up clear pathways in a cancer inflicted family"s journey- one of the patient and the other of the caregiver. There is a bigger disease than Cancer, which it triggers at its very onset. It's the condition of the unknown.

1. The patient is faced with too many unsettling questions with no answers in sight. These questions consume the patient more than the disease itself. The 1st step to win against cancer is to have answers to these questions. India is facing a cancer conundrum.

2. Caregiving can be frustrating and painful. The big question is that when you are busy caring for a person with such a care-demanding disease, who is taking care of you? The informal caregivers of cancer patients undergo fear, emotional burden, anxiety, depression and many physical problems, too — caregivers of people with Cancer go through psychological distress, which is often overlooked. By creating access to quality medical care for patients and guidance for caregivers through a a compassionate team of specialists, including Patient Navigators, Tata Trusts hope to ease their burden while taking care of their beloved.

3. The increasingly high disease burden is a result of a lack of willingness to test which leads to late detection and possibly the loss of life. This evokes fear of the disease and deters people from testing : setting in motion the vicious circle of late detection. Recognizing symptoms and getting screened regularly, is the only way to flip the ratio. Tata Trusts is working to strengthen infrastructural systems, enable access to screening facilities, and raise awareness about the importance of early detection in fighting Cancer.