HT Bureau
GUWAHATI, July 11: Tata Trusts has launched a public health awareness campaign titled ‘Khud Se Jeet’ to encourage timely cervical cancer screening among Indian women, highlighting emotional and social barriers that contribute to delayed detection.
According to an official statement, the campaign draws attention to the inner conflict many women face—hesitation, stigma, and lack of awareness—that prevents them from seeking help, despite cervical cancer being highly treatable in its early stages.
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Cervical cancer is the second most common cancer among women in India, claiming nearly 75,000 lives annually.
Tata Trusts, through its grassroots initiatives and over 26,000 screenings conducted in partnership with state governments across Jharkhand, Andhra Pradesh, Odisha, and Maharashtra last year, identified that fear, shame, and silence remain key reasons for low screening rates.
To address the issue, Tata Trusts organised a panel discussion featuring oncologists and survivors, who stressed the importance of recognising early symptoms and prioritising health.
The Trusts also released a social awareness film portraying a woman’s journey from denial to taking action, aiming to inspire more women to seek screening and break the silence around the disease.
Officials said the campaign seeks to shift the conversation from fear to empowerment, urging women to act early and put their health first.
