According to National Institute of Cancer Prevention and Research (NICPR), breast and cervical cancers are the two most common cancers among women in India, contributing to 27% and 23% of total cancers among women respectively. WHO Summary report on Human Papillomavirus Virus and cervical cancer statistics in India 2008 highlights that a woman dies of cervical cancer every eight minutes in India. Similarly, for every two women newly diagnosed with breast cancer, one woman dies of it. This suggests late detection due to various reasons.
Both breast and cervical cancers can be detected at an early stage through regular screening - self breast examination and mammogram for breast cancer and pap smear in case of cervical cancer. However, lack of awareness among women regarding screening services and fear/shyness/ stigma in seeking medicalÂ
The overall objective of the project was to develop appropriate,
evidence-informed communication tools that will improve knowledge and increase
motivation amongst adult employed lower middle-class women about breast and
cervical cancers and early screening that can help detect and treat the
disease. CCP conducted secondary research in the form of review of articles and
content analysis of videos on cervical and breast cancer. This was followed by
mapping of authorized screening facilities and obstetric-gynaecological
services available in the Delhi-NCR region. As part of formative research, 405
adult women working in five types of workplaces - malls, NGO schools,
corporates, garment industry and as artisans were interviewed. On the basis of
insights from formative research, CCP developed a communication strategy and
SBC materials (mobile app, posters and flyers) to encourage women to get themselves
screened for breast and cervical cancer at an authorized screening center.
