Apollo Cancer Centres Launches 'Unmask Cancer', an Initiative to Tackle Societal Biases Against Cancer Patients & Survivors

This thought-provoking campaign is to foster a culture of equality and empathy within the society

Ahmedabad, India – February, 2024 –In a poignant exploration of life while battling cancer and post-cancer, Apollo Cancer Centres (ACCs) proudly introduces 'Unmask Cancer,' a groundbreaking campaign aimed at unravelling the truth about cancer, dispelling myths, and fostering empathy within the society. As World Cancer Day approaches, ACCs takes a bold 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, grapples 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 thought-provoking social experiment video that delves into the profound 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.

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 provide an opportunity to understand the disease and break the stigma and nurture empathy. With an aim to empower participants and enthusiasts with practical skills for a positive change in life and within society, 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 Department 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 on the significance of this campaign, Dr. Murtuza Laxmidhar, Director and Senior Consultant of Department of Surgical Oncology, Apollo Cancer Centre, Ahmedabad, said, "Discrimination against cancer survivors not only hampers their professional and personal lives but it 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."

Supporting the initiative, Mr. 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."

This initiative serves as a powerful testament to ACCs’ commitment to life beyond cancer treatment. As the campaign unfolds, 'Unmask Cancer' promises to initiate a transformative dialogue, sparking empathy and paving the way for a world where cancer survivors can live, unmasked. 

#WinningOverCancer – https://apollocancercentres.com/

About Apollo Cancer Centres

THE CANCER CARE LEGACY: BREATHING HOPE INTO LIVES FOR OVER 30 YEARS

Cancer care today means 360-degree comprehensive care, which requires commitment, expertise, and an indomitable spirit from cancer specialists. 

Apollo Cancer Centres has a network across India with over 325 oncologists to oversee the delivery of high-end precision Oncology Therapy. Our oncologists deliver world-class cancer care following an organ-based practice under competent Cancer Management Teams. This helps us in delivering exemplary treatment to the patient in an environment that has consistently delivered an international standard of clinical outcomes. 

Today, people from 147 countries come to India for cancer treatment at Apollo Cancer Centres. With the first and only Pencil Beam Proton Therapy Centre in South Asia & Middle East, Apollo Cancer Centres.

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