Thanks a Dot by WATConsult

Agency: WATConsult
Date: Mar 2019
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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.

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