Traditionally, cooking up a meal for their families forms an integral part of many women’s lives. Drawing inspiration from the meticulous care that women put into cooking, especially to prevent the formation of lumps in their food that impact both taste and texture, the ‘Gaanth Pe Dhyan’ campaign idea was born – to encourage women to examine their breasts for lumps as well. As a marketeer, we are always looking for simple, everyday insights that are likely to resonate with the audience, especially if it is to create communications that can potentially save lives. ‘Gaanth Pe Dhyan’ was based on one such insight – simple, yet unique and striking, that could cut across segments irrespective of geography or social class or even gender.
The idea saw its genesis in the form of cooking and social awareness events, primarily to build sustenance for the larger ‘Kaise Ka Cancer’ campaign to drive behaviour change on ground, for a cause as critical as breast cancer. Engaging people through interactive community-driven initiatives translates into a deeper understanding among the participants and inspires meaningful actions. With startling data indicating that 1 in 30 women are likely to be affected and 60% getting detected in advanced stages, the call to action was clear.
The journey began during Breast Cancer awareness month in October 2023 with regional Chefs cooking up lumpy delicacies for our communities in Ranchi, Tirupati, Dibrugarh, Kolkata, to drive home the idea that lumps need to be addressed, not just in food but also in one’s breast. It was incredible to see the overwhelming adoption of the concept at these events, such that over 1,100 women signed up for clinical breast examination upon exposure to the message.
The heartening response from our on-ground activities reaffirmed our belief in the concept and its ability to drive change. This inspired us to adapt ‘Gaanth pe Dhyan’ to a medium that lent itself to a far wider reach, through a social awareness film. Through the insightful metaphor of lumps in food, the film brilliantly sows the seed of the idea, urging women to apply the same diligence to their health and self-examine their breasts regularly for any signs of a ‘gaanth’ (lump), which could be related to cancer.
When it’s about food and flavour, with a message directed at women transcending demographic boundaries, the one name that emerges as an obvious choice is Chef Sanjeev Kapoor. His willingness to join us in our quest to drive behaviour change about an issue that is a burgeoning public health concern, was gratifying. Women across the country look up to him for his culinary expertise, making him a relatable and credible advocate for this noble cause. And needless to add, he did complete justice with his flawless and heartfelt performance – he truly cooked up a storm. The film was written with Chef Sanjeev Kapoor in mind, using ‘social experiment’ as the natural choice of format to creatively adapt our on-ground activation – encouraging people to think deeper about where they choose to direct their focus. With Chef Sanjeev Kapoor shedding light on this topic, the film also encourages men and families to create a supportive environment where open, meaningful conversations can be held on breast cancer without stigma, fear, or shame.
Bringing on board a senior oncologist from Tata Memorial Hospital lent further credibility to the concept. The positivity and hope that the film, especially the jingle in the end, leaves you with, is an inspiration drawn from survivors and warriors of the disease. The applause received at a sneak peek of the film from a set of doctors working in the breast unit of the hospital, further cemented our belief in both the concept and its execution.
Nevertheless, mere creation of compelling communication is never enough. Finding effective ways to build reach and wide dissemination is key. A digital-first approach can be powerful especially with the support of a strong set of influencers who joined the journey just for this cause, ensuring the message reaches those that it’s meant for.
The pivotal role that awareness plays in educating the public about health issues cannot be undermined. Initiatives such as ‘Gaanth Pe Dhyan’ can serve as potent catalysts, sparking a wave of hope so that every woman, regardless of her background or location, seeks and receives the care she needs and finds support on her path to wellness.
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