Online Awareness For A Cause – Fighting Against Fatal Diseases
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Rated as the most common cancer among Indians is certainly a dreadful disease, cervical cancer. Dragging celebrity reality show Big Brother fame Jade Goody to her deathbed and wiping out 74,118 women every year according to WHO has raised immense anxiety among women across the world.
In their recent study, women in India of age 15 years and above stand a higher risk to cervical cancer when compared to women around the globe. Treatment to this fatal illness can be done through chemotherapy and radiotherapy like any other kind of cancer. Another alternative is surgery, post which chances of the woman conceiving a child are close to zero.
The only way to avoid this disastrous encounter with cervical cancer is awareness among all through various means so that vaccination and Pap screenings can be done at the early stage if discovered in time. One such medium that can reach to the masses admittedly is the internet.
A public relations firm from India, The PRactice – Porter Novelli has taken this step towards their CSR (Corporate Social Responsibility) initiative to spread awareness concerning cervical cancer online. It is called FACC (Fight Against Cervical Cancer) – their online driven effort to fight the fatal disease started six months ago witnessing extensive traction in the online media.
Even social networking sites have helped FACC spread the word about fighting cervical cancer. The FACC page on Facebook has around 1565 fans and has become an online source of information on Cervical Cancer.
The campaign went forward with a press briefing on the importance of taking preventive measures against Cervical Cancer organized with Ekta Chaudhary, Miss India Universe 2009 at Fortis Le Femme Hospital. The event was covered by The Telegraph, The Statesman, The Asian Age, Delhi Aaj Tak and Radio One.
Besides conducting outdoor awareness drives at places like Barista, National School of Drama and Max Mueller Bhavan, they are also partnered with The Times of India as a byline campaigner for Times Wellness. NGOs like SEWA (Self Employed Women’s Association) and CanSupport support FACC in their CSR initiative.
The online medium has been used by various enterprises to “Spread the Word” as it’s reach helps everyone involved to interact efficiently. Online Breast Cancer Awareness Campaign by Vhi Healthcare lead to 13,575+ fans supporting the cause on Facebook making it the second largest page in Ireland; and so far over 9,000 people have shared a virtual pink ribbon with a friend or family member, making them more breast aware.
Marie O’Neill, Advertising Co-Ordinator, Vhi Healthcare said, “Utilising Facebook has allowed Vhi Healthcare to create a community where women and men can share their stories, all without having to leave their favourite social network. Additionally, Facebook has been a key traffic-driver in giving them the opportunity to easily send a reminder to friends and family. Reminders are sent using virtual ribbons with a friend or family member’s name on it. The number of virtual pink ribbons continues to grow each and every day, reaching just over 9,000 in 4 weeks.”
Hence, the integration of social media marketing into traditional media channels for building awareness continues to be proven highly effective following this campaign.
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