Mother’s Day 2020 – Fujifilm’s new campaign for breast cancer awareness

Despite the innovations in treatment, the number of breast cancer cases and the risk associated with it are growing at an enormous rate. The biggest reason for this is the lack of awareness and ignorance of most patients to come forward to detect the problem well in time. Understanding the situation at hand, Fujifilm strives to educate and raise awareness through a stimulating new campaign that elucidates the importance of self-examination.

This Mother’s Day 2020, Fujifilm seeks to educate children to take their mothers for timely breast-cancer scanning and include self-examination methods in their daily life in order to enhance breast-care.

“Parivartan” campaign illustrates the importance of regular breast cancer screening and breast self-examination in India. With this campaign, Fujifilm India aims to “Create Change” and spread awareness amongst young children, not only for their own well-being but also for them to act as an exemplar to their mothers, grandmothers, and women in general to adopt timely preventive screening practices against breast cancer.

Child mascot ‘Pari’ represents the biggest motivator for all mothers as a curious child. In the campaign, she personifies the unadulterated love, affection a child can have for mothers, and the persistence a child can exhibit if she wants something, especially if it means the wellbeing of her parents. The CSR initiative seeks to reach out to young girls and women across the country with the message of “Early Detection – Saves Lives” in Breast Cancer on Mother’s Day 2020.

In the storyboard – Pari – the central character is seen playing in the park where she notices a poster on Breast Cancer and the importance of early detection. After seeing the poster, she gets alarmed and talks to her mother about it. Pari startles her mother with her innocent queries and convinces her to visit the doctor. On the day of the appointment, Pari accompanies her mother and witnesses her mother responding to questions asked by the doctor about the signs pertaining to breast cancer.

Post the general check-up, the doctor recommends her mother to get a mammography test as she is over 40 years of age. Later, Pari takes her mother to a diagnostic centre for her mammography screening. On arrival of the report, the doctor is seen informing both of them about the mother’s breasts being healthy and fine.

Through illustrative storytelling, the brand ingeniously tries to convey the importance of breast screening and how early detection can be the key to save the lives of our mothers. It further demonstrates steps on how women can easily self-examine their breast at home. On Mother’s Day, it renders a lucrative message to all the children to be the ‘Pari’ of their household and bring a ‘Parivartan’ in early detection of breast cancer.

Commenting on this campaign, Haruto Iwata, Managing Director, Fujifilm India Pvt. Ltd. said, “In India, the major problem is the late detection of cancer and the key to control is to give the accurate treatment at the right time. Fujifilm’s Parivartan initiative encourages women towards being self-prepared, by a simple yet innovative easy-to-use self-examination method. We hope this initiative will continue to foster positive conversations around breast health not only amongst mothers but also create awareness for children to act as motivators for timely breast examinations, that is still seen as a taboo in India. Fujifilm has been at the forefront in the fight against breast cancer with its best-in-class Mammography – Amulet Innovality that helps in detecting the early symptoms of cancer. We are dedicated to this mission and we believe that early awareness and detection of the disease is half the battle won.”

Chander Shekhar Sibal, Executive Vice President & Head of Medical Division at Fujifilm India further adds:

“We believe that awareness against the disease is the vaccine that is much in need. At Fujifilm, we understand the importance of early detection and are committed to improving the survival rates with advanced treatments. We have introduced Parivartan campaign with an aim to create the much-needed change and trigger timely examinations amongst women. We look forward to a day when we have a Pari in every household in India and early detection of breast cancer becomes a new normal.”