Cancer has become increasingly prevalent in India with more than 1.46 million cases in 2022 and studies estimate that the cases would increase at a steady 12.8% to reach 1.57 million in 2025. An age-old saying of ‘prevention is better than cure’ holds true for cancer as Tata Trusts highlights the importance of awareness and timely screenings when it comes to cancer. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Deepshikha Surendran, head of brand and marketing communications, Tata Trusts, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign? Which agency has conceptualised the ad? Why did you choose it?
The Trusts launched the pan-India ‘Kaise Ka Cancer’ awareness campaign ahead of World Cancer Day – furthering our dedication to providing high-quality care and comprehensive support for cancer patients and their families through their journey and challenges. Focusing on aspects of awareness, accessibility, quality care, and affordability, the campaign was envisioned to address India’s escalating cancer crisis, primarily driven by delayed detection – which continues to be a major challenge in the country’s fight against the disease. Built on the insight that globally, 70% of cancers are identified in the early stages contrasted with India’s reality where only 30% are identified early, this campaign aims to flip the ratio and reverse the trend by advocating for awareness and timely screenings.
Many years of work in the field around cancer told us that the lack of awareness of cancer symptoms resulted in late detection and consequently poor survival rates, leading to greater fear of the disease among the population. Based on extensive research undertaken across geographies and diverse audiences, the goal was to derive compelling insights that would serve as the foundation for the messaging – ‘Kaise Ka Cancer’ was born from this study. The creative articulation of ‘kaise’ (or how) mirrored the questions posed by cancer patients and their families – resonating deeply with diverse audiences across the country.
Rediffusion Brand Solutions, our agency on record at the time, was tasked with conceptualising the campaign. Each element of the ‘Kaise ka Cancer’ campaign required collaborators who aligned with the ethos of the initiative. Our creative research and production partners were not just creating content but were driven to craft narratives that could connect with the audience on an emotional level.
How did you influence consumers with this campaign?
The ‘Kaise Ka Cancer’ campaign aimed to connect with audiences at a deeply emotional level by narrating the real-life challenges of cancer patients and their families. The central aim was to encourage consumers to prioritise seeking quality and affordable cancer care in the proximity of their homes.
The campaign addressed the prevailing fear surrounding the disease by emphasising the accessibility of quality care through the Tata Trusts’ Cancer Care Programme. By narrating the emotional journey of cancer patients and spotlighting the uncertainties in their lives, including personal, financial, and future concerns, the campaign sought to connect with viewers on a profound level. The four pillars of Tata Trusts’ Cancer Care Programme were highlighted as crucial sources of relief, contributing to the reassurance that comprehensive support is available.
The first film takes viewers on a journey into the lives of cancer patients, highlighting how uncertainties around their personal lives, finances, and future weigh more on their minds than the cancer itself. The campaign then builds on the stress of uncertainties in the next film which highlights the mental agony of the patient’s family members and caregivers through this difficult time and the ray of hope that hospitals supported by Tata Trusts provide for the family. The third film emphasised the importance of not overlooking symptoms like difficulty swallowing, lumps, and mouth ulcers, thus stressing the significance of timely check-ups and testing. A similar style was adopted in the scripting of the radio spots. A mix of poetry and fact was developed to spread lthe message that screening and early detection are critical.
The messaging of the campaign culminated in a call to action, urging audiences to pay attention to their health and undergo regular screenings, thereby improving their chances of recovery. The ‘Kaise Ka Cancer’ campaign thus influences consumers to take charge of their health and seek timely care.
What were the mediums you used to advertise?
‘Kaise ka Cancer’ campaign was an extensive pan-India campaign travelling to different parts of the country. The three films of the ‘Kaise ka Cancer‘ clocked over 20 million views across social and digital media.
Employing a multimedia, multilingual approach, we adopted a digital-first strategy in urban areas owing to its potential to reach a vast and diverse audience online. Traditional and local media channels including press, outdoor, and radio, were leveraged at a regional level in Jharkhand, Assam and Telangana – where our hospitals are located, to enhance the campaign’s reach and impact.
Committed to ensuring that we raise awareness amongst a diverse set of audiences, both urban and rural, a second leg of the ‘Kaise Ka Cancer’ campaign titled ‘Gaanth Pe Dhyaan’ was subsequently launched, focusing on inspiring women to undertake self-breast examination and undergo timely screenings for breast cancer.
What measurable impact has ‘Kaise ka Cancer’ had in terms of increasing awareness within communities?
Beyond the response on digital media, the ‘Kaise Ka Cancer’ campaign has demonstrated a significant impact in terms of increasing awareness within communities.
Intending to reach grassroots communities, along with the expanded ‘Gaanth Pe Dhyaan‘ outreach, the campaign saw an increase in the number of people participating in the camps held in the catchment areas of various hospitals. Over the year, we noticed an increase in the queries at the medical facilities supported by Tata Trusts. We also received feedback from the hospital and our medical experts that there is more openness to participate in the camps and discuss symptoms that may be potentially cancerous. A subtle shift in perceptions and attitude, a reduction in the ‘fear’ of cancer and a slight rise in confidence that every question has an ‘answer’ are intangible impacts that the campaign seems to have generated. It also seems to have encouraged influencers, over the years, to talk about their experiences and offer to mentor those whose journey has just begun. This measurable shift assures the Trusts that awareness campaigns, done at scale, can play a role in changing perceptions of a disease bringing hope to many, especially the marginalised.
The second leg of the campaign ‘Gaanth Pe Dhyaan’ is also encouraging, having created an opportunity for thousands of women to register for breast cancer screenings at the Tata Trusts’ supported, hospitals across Ranchi, Kolkata, Tirupati and Dibrugarh. Almost 90% of people who attended the camps opted for screening and symptoms-related enquiries at all hospitals have gone up.