HealthCare Global Enterprises Ltd (HCG), south Asia's largest cancer care network, unveiled several new initiatives mulled by the hospital chain in creating awareness about breast cancer that would herald a new chapter in the approach to its treatment in India. On this occasion, HCG announced that Shabana Azmi, a leading actress of parallel cinema and a committed social activist, would be their ambassador to spearhead a mega awareness campaign to fight breast cancer.

These initiatives of HCG have been planned for the entire month of October; the breast cancer awareness month is intended to spread the core message that 'breast cancer is not a single disease; truly it is multiple diseases behaving differently in each individual'. Further, HCG aims to communicate the importance of awareness about breast cancer in the first place and highlight the fact that early detection combined with proper diagnosis, staging & treatment would help in achieving long term control or cure.
Dr Ajai Kumar, chairman & CEO, HCG, said, "Breast cancer is the most common cancer among women in urban India, with one out of 22 having a lifetime risk of developing breast cancer and these figures are increasing gradually. If not contained, this increase is expected to match western figures of one in eight women. HCG believes that creating awareness among women about lifestyle changes could actually reverse this trend; India should by no means ape the west atleast in this regard. We are delighted to have a personality like Azmi championing the cause of breast cancer and this should turn a new leaf in the history of breast cancer awareness and its management in India."

The breast cancer awareness campaign would be kicked off on October 4, 2008 at the HCG corporate premises by Shabana Azmi in the presence of Kiran Mazumdar Shaw, chairperson and managing director, Biocon Ltd. The month long awareness campaign would witness lot of activities across prominent locations where footfalls are expected to be high including Malls, technology parks, residential areas, etc. During the campaign phase HCG would offer special breast cancer screening camps across its network hospitals.