KERALA CAN is an initiative intended to protect the society from the perils of cancer, through an effective outreach programme that includes the best cancer specialists with leading hospitals’ support, that takes out cancer screening and early detection drives into all segments of the society especially the fringe groups
and BPL families. The logo design has a simple idea which depicts KERALA can fight cancer.
The campaign had a pre-launch phase, a launch phase and a post-launch sustenance phase.
In the pre-launch phase, we created an awareness based campaign aimed at creating a dialogue within the society. A dialogue that will slowly become a movement, and then a collective voice of the people. We roped in Manju Warrier, an actress of repute, a tenacious social activist, a leading dancer and a philanthropist to lead the drive. This campaign was juxtaposed with the societal outreach programmes and medical screening camps.
The camps reached out to more than 4 lakh people and their health audit was documented. This became, perhaps, the largest drive in the country against the disease.
Approx. 4 lakh people screened in the first year. Hundreds of cancer cases detected. Effective treatment deployed. The stories of cancer survivors became the campaign lead in the second year. The initiative was extremely successful in building an environment of positivity and hope. THE FIGHT CONTINUES.
