In recognition of the work done in the field of breast cancer awareness, Bristol-Myers Squibb (BMS) recently was awarded with the bronze at the Goafest’s Abby awards 2014. BMS bagged the award under the public relations Abby category – a new category of awards introduced this year, with no gold in the category this year.

The pink drive was a disease awareness initiative by BMS in collaboration with Priyadarshini Taxi service, a taxi service in Mumbai owned and driven by women. The aim of this initiative was to create awareness among women about breast cancer and educate them on the importance of screening and diagnosis for early detection.

Under the sensitisation drive, the taxis travelled throughout Mumbai with the message of breast cancer awareness and approximately over 10,000 self breast examination pamphlets were given to all women commuters during the breast cancer awareness month- October 2013.

The formation of pink ribbon by the Priyadarshini fleet was an highlight of this drive in which the message delivery consisted of two stages namely, the Priyadarshini taxi fleet displayed messages akin to a mobile billboard and passengers traveling in the taxi were provided an education leaflet on breast self-examination for themselves or female relatives. The taxis served as mobile billboards that carried the message of breast cancer awareness to women across Mumbai. Additionally press coverage of the event, acted as a significantly larger medium to convey the disease awareness message.

The talented team who undertook the herculean sensitisation drive included Justin D’sa from corporate affairs; Vinod EV, Om Thakur  from the marketing.

Over 50 per cent breast cancer patients in India are diagnosed in stage 3 and 4, as early detection of the disease remains the cornerstone of breast cancer control. When breast cancer is diagnosed and treated early, the chances of cure and survival rates improve significantly. If detected late, however, curative treatment is often no longer an option. In such cases, palliative care to relieve the suffering of patients and their families is the only option.