Zydus has launched the third season of its nationwide ‘Easiest Exam’ campaign during Breast Cancer Awareness Month, urging women to spend three minutes every month checking their breasts for unusual changes.
Breast cancer incidence in India rose from 13 per 1,00,000 women in 1990 to 29.4 in 2023, according to a recent study. During the same period, the mortality rate increased by 74%, from 8.9 to 15.5 per 100,000 women. Late diagnosis remains a concern, with studies suggesting that nearly 60% of patients are diagnosed at advanced stages (III or IV).
This year’s campaign carries the message ‘Do Haath, Teen Minute Aur Ek Aasaan Sa Exam’. The campaign film features people from different walks of life across India, with playback singer Bhoomi Trivedi lending her voice to the song.
The initiative will also feature oncologists sharing information on early detection, timely screening and treatment, while highlighting the role of caregivers.
Through the campaign, Zydus aims to encourage conversations around breast health and raise awareness about recognising changes early and seeking timely medical advice.
