Max India Foundation's breast cancer awareness campaign


Max India Foundation (MIF), the CSR arm of Max group, organized a month long Cancer screening and awareness campaign in Delhi NCR and across all 8 blocks of Bathinda, Punjab. The campaign which commenced on 23rd February, 2015, reached out to over 500 women through 13 camps in the 2 states. Free-of-cost screening for detection of cancers of breast, cervix and oral cavity was provided at these camps.  Awareness on cancer prevention and cure were integrated with these camps on a large scale. The various IEC activities to generate awareness among the communities included street plays, talks by expert doctors, screening of movie, pamphlets etc.

As culmination to its cancer screening and awareness campaign, MIF is organizing a gala event in Delhi, “Celebrate Me” where breast cancer survivors will walk the ramp attired in Ritu Kumar fashion wear. Hair and makeup of these cancer survivors walking the ramp will be done by Dr Blossom Kochar of Aroma Magic. The event is being held in honor of those women who have battled breast cancer and emerged as champions exhibiting great courage. The evening will showcase some women-centric performances by Rekha Surya, a renowned Hindustani classical music singer and disciple of Begum Alhtar; and urban folk band Folkadot. A Bharatnatyam performance choreographed by the famous Bharatnatyam dancer, Rama Vaidya Nathan along with Ms Nathan’s mother, a cancer survivor, who will recite shlokas will be one of the highlights of the event. The evening will be graced by Shweta Bachchan walking the ramp to endorse support to the survivors.

The event will be chaired by Mr. Analjit Singh, Chairman, Max India Group and Managing Trustee of the Max India Foundation along with other senior officials of the group.

Ms. Mohini Daljeet Singh, Chief Executive of Max India Foundation talking about a strong commitment towards the cause said, “Cancer is a leading cause of death globally. Many of these deaths can be prevented by early detection, treatment and good palliative care. Max India Foundation takes immense satisfaction in persistently providing patients across the country with support services for diagnosis and cure. We recently received funding from Australian High Commission under their Direct Aid Programme for cancer awareness activities and this support enthuses us all the more to increase the outreach of our local campaigns to educate people in preventive health measures.. We are also organizing a gala event at the culmination of this campaign, ‘Celebrate me’, aiming to embolden and equip women cancer survivors by bringing to light their encouraging experiences on a multi-stakeholder platform. This campaign is an initiative to strengthen and promote benefits arising out of regular health check-ups specifically pertaining to breast cancer. 

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