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SBI Life Insurance aims to empower Indian women with new breast cancer tool | WATConsult

20 Mar 2019

SBI Life Insurance has launched a breast cancer awareness initiative that is supported by the Women’s Cancer Initiative -Tata Memorial Hospital.

The campaign is called ‘Thanks A Dot’ and was created for the private life insurer by WatConsult. It intends to empower the women of India by educating them about early lump detection through simple self-examination techniques with a self-detection tool.

According to India’s Union Health Ministry, breast cancer ranks as the number one cancer disease among Indian females. Around 20% of breast cancers are detected by physical examination but only 38% of women regularly undergo self-breast examination.

In addition, studies indicate that one in 28 women are likely to develop breast cancer during her lifetime making it even more essential for women to self-examine. While treatment costs can range between INR 2.5 lakhs to 20 lakhs, there is a need for financial preparedness for the treatment, if diagnosed.

The tool has been designed using real breast cancer mammograms to re-create breast cancer lumps using a special algorithm and 3D printing. The breast cancer lump shapes are put on a learning card in the form of a language inspired by Braille.

Users solve puzzles and quizzes using the special language (present on the learning card), thus capturing a positive feeling of carrying out early detection examination and promoting regular self-checks.

An easy-to-use self-training module has also been launched to detect the early signs of lump formation can be ordered free of cost through SBI Life’s corporate website.

“The Women’s Cancer Initiative, has been constantly working towards making a difference, by spreading awareness about the importance of early detection in Breast Cancer. India is seeing a steady rise in the cases of breast cancer, with as many as 1,00,000 new cases being detected every year,” said Devieka Bhojwani, a breast cancer survivor and the vice president of Women’s Cancer Initiative-Tata Memorial Hospital.

“Early detection is vital and can improve cure rates in about 80% of the cases. Many Indian women and their families rarely understand the importance of this issue and fail to undergo regular check-ups. SBI Life’s Thanks-A-Dot tool allows you to learn and understand what a lump would feel like. It is your way to start familiarising yourself.”