BC Myths and Facts - revised ppt 3.6.14

Myths and Curse of Myths and Curse of Breast Cancer in Breast Cancer in

IndiaIndiaHow to solve the riddle ?How to solve the riddle ?

Siddhartha KunduSiddhartha Kundu

General Manager (A LEADING PHARMA HOUSE, MUMBAI)General Manager (A LEADING PHARMA HOUSE, MUMBAI)MS (App. Psy), MDBA (Symbiosis);MS (App. Psy), MDBA (Symbiosis);POST MASTER COM. MED. & HEALTH PROMOTION,NIH&FWPOST MASTER COM. MED. & HEALTH PROMOTION,NIH&FWPGDPC (Psychotherapy), DPM (IIM);PGDPC (Psychotherapy), DPM (IIM);Clinical Research Methodology (TMH/Clinical Research Methodology (TMH/Harvard Medical International / Symbiosis)Harvard Medical International / Symbiosis)DMM (ITC), CA (NIIT), I.T. &E (Min. of Com.)DMM (ITC), CA (NIIT), I.T. &E (Min. of Com.)Member of ISTD (Min. of HR), Delhi.Member of ISTD (Min. of HR), Delhi.““Dip-TD”- Certified Trainer by Govt. of India Dip-TD”- Certified Trainer by Govt. of India & Min. of labour & HR. ASCO Certified. & Min. of labour & HR. ASCO Certified. Trained in Pain & Palliative Care – Pallium India & U.K. Aid.Trained in Pain & Palliative Care – Pallium India & U.K. Aid.Award Winner in “Excellence in Advertising” by Advertising Council of IndiaAward Winner in “Excellence in Advertising” by Advertising Council of IndiaTrained in Tata Memorial Hospital –Mumbai & AIIMS, DelhiTrained in Tata Memorial Hospital –Mumbai & AIIMS, DelhiPanelist in International Conference on Pain & Palliation, IAPCON 2014Panelist in International Conference on Pain & Palliation, IAPCON 2014Speaker on CSR & Health Care (AIIMS, Delhi)Speaker on CSR & Health Care (AIIMS, Delhi)Several Publications on Health & Management JournalsSeveral Publications on Health & Management JournalsLife member of Indian Society of Training & Development.Life member of Indian Society of Training & Development.Member of Indian Public Relations Society (Delhi)Member of Indian Public Relations Society (Delhi)Member of Advertising Council of India (Delhi)Member of Advertising Council of India (Delhi)Honorary Executive Core Committee member of Indian Cancer Society, Honorary Executive Core Committee member of Indian Cancer Society, MumbaiMumbaiFounder Member ASHADEEP – A MISSION, Mumbai, INDIA Founder Member ASHADEEP – A MISSION, Mumbai, INDIA

SummarySummary Common female and male cancers and Breast Common female and male cancers and Breast

cancer statistics in Indiacancer statistics in India Breast cancer MythsBreast cancer Myths Finding a lump in your breast means you have breast cancerFinding a lump in your breast means you have breast cancer Men do not get breast cancer; it affects women onlyMen do not get breast cancer; it affects women only A mammogram can cause breast cancer to spreadA mammogram can cause breast cancer to spread If you have a family history of breast cancer, you are likely to If you have a family history of breast cancer, you are likely to

develop breast cancer, toodevelop breast cancer, too Breast cancer is contagiousBreast cancer is contagious If the gene mutation BRCA1 or BRCA2 is detected in your DNA, If the gene mutation BRCA1 or BRCA2 is detected in your DNA,

you will definitely develop breast canceryou will definitely develop breast cancer Antiperspirants and deodorants cause breast cancerAntiperspirants and deodorants cause breast cancer

Role of Corporates in Breast cancer Role of Corporates in Breast cancer Awareness & Prevention Awareness & Prevention

International trends in Cancer AwarenessInternational trends in Cancer Awareness

COMMON CANCER AMONGST MALES COMMON CANCER AMONGST MALES AND FEMALES IN INDIAAND FEMALES IN INDIA

MALES

Prostate cancer incidence is increasing in India by 1% every year, but good news is that current survival rate in 97%. (Ref: http://www.indiaprwire.com/pressrelease/health-care/20120202110875.htm)

FEMALES

Breast cancer has overtaken cervical cancer to become the leading type of cancer in Delhi, Bangalore, Mumbai, Chennai, Bhopal, Ahmedabad and Kolkata.Source: IANS

Ref: http://www.behindlifestyle.com/one-million-new-cancer-cases-in-india-every-year/

GROWING RATES OF BREAST GROWING RATES OF BREAST CANCER IN URBAN INDIACANCER IN URBAN INDIA

Ref: Breast Cancer in Urban India Doubles in 24 Years! By TNN | posted Oct 18th 2011 at 3:54PM

Role of Corporates in Role of Corporates in Breast cancer Awareness Breast cancer Awareness

& Prevention& Prevention Objectives of CorporatesObjectives of Corporates Motives for Cancer Awareness ProgramsMotives for Cancer Awareness Programs Activities by Corporates:Activities by Corporates:- Provide Cancer EducationProvide Cancer Education- Prevention of CancerPrevention of Cancer- Palliative & Supportive CarePalliative & Supportive Care- Training of Health PersonnelTraining of Health Personnel- Programs on patient’s mental well beingPrograms on patient’s mental well being- Drugs & ResearchDrugs & Research- Integration with NCD (Non Communicable Diseases) ProgramsIntegration with NCD (Non Communicable Diseases) Programs- Post treatment carePost treatment care Other supportive activitiesOther supportive activities International trends in Cancer AwarenessInternational trends in Cancer Awareness

Half Half knowledge is knowledge is Dangerous !!!Dangerous !!!

Clear the Clear the Myths…Myths…

MYTH 1: MYTH 1: Finding a lump in your breast means you have Finding a lump in your breast means you have

breast cancerbreast cancerTHE TRUTHTHE TRUTH

Only a small percentage of breast lumps turn Only a small percentage of breast lumps turn out to be cancer. But if you discover a out to be cancer. But if you discover a persistent lump in your breast or notice any persistent lump in your breast or notice any changes in breast tissue, it should never be changes in breast tissue, it should never be ignored. It is very important that you see a ignored. It is very important that you see a physician for a clinical breast exam. He or she physician for a clinical breast exam. He or she may possibly order breast imaging studies to may possibly order breast imaging studies to determine if this lump is of concern or not. determine if this lump is of concern or not.

Take charge of your health by performing Take charge of your health by performing routine breast self-exams, establishing ongoing routine breast self-exams, establishing ongoing communication with your doctor, getting an communication with your doctor, getting an annual clinical breast exam, and scheduling annual clinical breast exam, and scheduling your routine screening mammograms.your routine screening mammograms.

Material on this page courtesy of the National Cancer Institute.http://www.nationalbreastcancer.org/breast-cancer-myths

MYTH 2: MYTH 2: Men do not get breast cancer; it affects Men do not get breast cancer; it affects

women onlywomen onlyTHE TRUTHTHE TRUTH

Quite the contrary, each year it is estimated Quite the contrary, each year it is estimated that approximately 2,190 men will be that approximately 2,190 men will be diagnosed with breast cancer and 410 will diagnosed with breast cancer and 410 will die. While this percentage is still small, die. While this percentage is still small, men should also check themselves men should also check themselves periodically by doing a breast self-exam periodically by doing a breast self-exam while in the shower and reporting any while in the shower and reporting any changes to their physicians. changes to their physicians.

Breast cancer in men is usually detected as Breast cancer in men is usually detected as a hard lump underneath the nipple and a hard lump underneath the nipple and areola. Men carry a higher mortality than areola. Men carry a higher mortality than women do, primarily because awareness women do, primarily because awareness among men is less and they are less likely among men is less and they are less likely to assume a lump is breast cancer, which to assume a lump is breast cancer, which can cause a delay in seeking treatment.can cause a delay in seeking treatment.


MYTH 3: MYTH 3: A mammogram can cause breast cancer A mammogram can cause breast cancer

to spreadto spreadTHE TRUTHTHE TRUTH

A mammogram, or x-ray of the breast, A mammogram, or x-ray of the breast, currently remains the gold standard for currently remains the gold standard for the early detection of breast cancer. the early detection of breast cancer. Breast compression while getting a Breast compression while getting a mammogram cannot cause cancer to mammogram cannot cause cancer to spread. According to the National spread. According to the National Cancer Institute, “The benefits of Cancer Institute, “The benefits of mammography, however, nearly always mammography, however, nearly always outweigh the potential harm from the outweigh the potential harm from the radiation exposure. Mammograms radiation exposure. Mammograms require very small doses of radiation. require very small doses of radiation. The risk of harm from this radiation The risk of harm from this radiation exposure is extremely low.”exposure is extremely low.”


MYTH 4: MYTH 4: If you have a family history of breast If you have a family history of breast

cancer, you are likely to develop breast cancer, you are likely to develop breast cancer, toocancer, too

THE TRUTHTHE TRUTH While women who have a While women who have a

family history of breast family history of breast cancer are in a higher risk cancer are in a higher risk group, most women who group, most women who have breast cancer have no have breast cancer have no family history.family history.

Statistically only about 10% Statistically only about 10% of individuals diagnosed with of individuals diagnosed with breast cancer have a family breast cancer have a family history of this disease. history of this disease.


MYTH 5:MYTH 5:Breast cancer is contagiousBreast cancer is contagious

THE TRUTHTHE TRUTH You cannot catch breast cancer or You cannot catch breast cancer or

transfer it to someone else's body. transfer it to someone else's body. Breast cancer is the result of Breast cancer is the result of uncontrolled cell growth of uncontrolled cell growth of mutated cells that begin to spread mutated cells that begin to spread into other tissues within the breast. into other tissues within the breast.

However, you can reduce your risk However, you can reduce your risk by practicing a healthy lifestyle, by practicing a healthy lifestyle, being aware of the risk factors, and being aware of the risk factors, and following an early detection plan so following an early detection plan so that you will be diagnosed early if that you will be diagnosed early if breast cancer were to occur.breast cancer were to occur.


MYTH 6:MYTH 6:If the gene mutation BRCA1 or BRCA2 If the gene mutation BRCA1 or BRCA2

is detected in your DNA, you will is detected in your DNA, you will definitely develop breast cancerdefinitely develop breast cancer

THE TRUTHTHE TRUTH According to the National Cancer Institute, According to the National Cancer Institute,

regarding families who are known to carry regarding families who are known to carry BRCA1 or BRCA2, “not every woman in BRCA1 or BRCA2, “not every woman in such families carries a harmful BRCA1 or such families carries a harmful BRCA1 or BRCA2 mutation, and not every cancer in BRCA2 mutation, and not every cancer in such families is linked to a harmful such families is linked to a harmful mutation in one of these genes. mutation in one of these genes.

Furthermore, not every woman who has a Furthermore, not every woman who has a harmful BRCA1 or BRCA2 mutation will harmful BRCA1 or BRCA2 mutation will develop breast and/or ovarian cancer.But, develop breast and/or ovarian cancer.But, a woman who has inherited a harmful a woman who has inherited a harmful mutation in BRCA1 or BRCA2 is about five mutation in BRCA1 or BRCA2 is about five times more likely to develop breast cancer times more likely to develop breast cancer than a woman who does not have such a than a woman who does not have such a mutation.” mutation.”


MYTH 7: MYTH 7: Antiperspirants and deodorants cause Antiperspirants and deodorants cause

breast cancerbreast cancer

THE TRUTHTHE TRUTH There are not any conclusive There are not any conclusive

evidence linking the use of evidence linking the use of underarm antiperspirants or underarm antiperspirants or deodorants and the subsequent deodorants and the subsequent development of breast cancer.development of breast cancer.


Role of Role of Corporates in Corporates in Breast Cancer Breast Cancer Awareness & Awareness & PreventionPrevention

Objectives of CorporatesObjectives of Corporates

To prevent cancer through public To prevent cancer through public education education

To reduce the morbidity and To reduce the morbidity and mortality due to cancer mortality due to cancer

To promote early detection of cancer To promote early detection of cancer To provide adequate therapy To provide adequate therapy To develop an effective palliative To develop an effective palliative

care servicecare service

Motives for Cancer Awareness Motives for Cancer Awareness ProgrammesProgrammes

To determine the incidence and prevalence of To determine the incidence and prevalence of cancercancer

To promote public awareness about cancer i.e To promote public awareness about cancer i.e early symptoms and prevention strategies. early symptoms and prevention strategies.

To promote early diagnosis and referral, and To promote early diagnosis and referral, and provide effective therapy and palliative care. provide effective therapy and palliative care.

To provide adequate infrastructure, equipment and To provide adequate infrastructure, equipment and drugs for the treatment of cancer patients. drugs for the treatment of cancer patients.

To promote scientific, epidemiological and clinical To promote scientific, epidemiological and clinical research in cancer research in cancer

To develop strategies for better implementation of To develop strategies for better implementation of cancer awareness programme. cancer awareness programme.

1. Provide Cancer 1. Provide Cancer EducationEducation

Methods include:Methods include: PostersPosters Articles in the press / leafletsArticles in the press / leaflets Talks on radio and televisionTalks on radio and television Organizing campsOrganizing camps Associating with NGOsAssociating with NGOs Public awareness campaignsPublic awareness campaigns Health Promotion activitiesHealth Promotion activities

2. Prevention of Cancer2. Prevention of Cancer Participate in eliminating factors that Participate in eliminating factors that

contribute to the occurrence of cancer e.g. contribute to the occurrence of cancer e.g. Breast cancer through lifestyle changes.Breast cancer through lifestyle changes.

Early detection and treatment through Early detection and treatment through training of hospital personnel, provision of training of hospital personnel, provision of adequate medication, modern adequate medication, modern infrastructure and modernization of infrastructure and modernization of radiotherapy equipment as well as their radiotherapy equipment as well as their proper maintenance and ensure quality proper maintenance and ensure quality control.control.

Setting up a dedicated Breast Health Unit Setting up a dedicated Breast Health Unit that includes specialists for radiological, that includes specialists for radiological, cytological, surgical and radiotherapy cytological, surgical and radiotherapy departments.departments.

3. Palliative & Supportive 3. Palliative & Supportive CareCare

Purpose-built Hospice or palliative Purpose-built Hospice or palliative care unit or dedicated pain control care unit or dedicated pain control unit.unit.

Extend palliative care practices to all Extend palliative care practices to all hospitals and Area Health Centers hospitals and Area Health Centers and provide home-based care after and provide home-based care after training to the necessary workfore.training to the necessary workfore.

Training workshops and CMEsTraining workshops and CMEs Use of WHO palliative care manualsUse of WHO palliative care manuals

4. Training of Health 4. Training of Health PersonnelPersonnel

Continuing education for the Continuing education for the medical and nursing staff and other medical and nursing staff and other workers in the health service, workers in the health service,

w.r.t. especially, the holistic and w.r.t. especially, the holistic and human approach to the cancer human approach to the cancer patient, patient,

on the other hand, to modern high on the other hand, to modern high technology cancer therapy.technology cancer therapy.

5. Education on cancer awareness and 5. Education on cancer awareness and detection and programs on patient’s detection and programs on patient’s

mental well beingmental well being Hold detection camps regularly at hospitals or Hold detection camps regularly at hospitals or

factories, bus depots, villages etc.factories, bus depots, villages etc. Suspected cases referred for further tests and Suspected cases referred for further tests and

investigationsinvestigations Awareness lectures conducted at villages, self Awareness lectures conducted at villages, self

help groups, municipal workers and in the help groups, municipal workers and in the slumsslums

Programs conducted at hospitals for in-Programs conducted at hospitals for in-patients like singing, painting and magic patients like singing, painting and magic shows etc to keep patients in their positive shows etc to keep patients in their positive state of mind.state of mind.

6. Providing a means for 6. Providing a means for adequate therapyadequate therapy

Provision of clinically proven and Provision of clinically proven and approved cancer drugsapproved cancer drugs

Regular and adequate supply of Regular and adequate supply of clinically proven and approved drugs clinically proven and approved drugs for cancer treatmentfor cancer treatment

Providing reference cancer textbooksProviding reference cancer textbooks Distribution of photocopies of certain Distribution of photocopies of certain

article on regular basisarticle on regular basis

7. Research for improved 7. Research for improved treatmenttreatment

Clinical, epidemiological and Clinical, epidemiological and scientific research on cancer and scientific research on cancer and drugs drugs

Defining the possible causes of Defining the possible causes of cancer, prevention, methods of cancer, prevention, methods of achieving early diagnosis and achieving early diagnosis and improvement in therapy and improvement in therapy and changing lifestyles of the populationchanging lifestyles of the population

8. Integration with NCD 8. Integration with NCD Programme Programme

Integration of the Cancer awareness Integration of the Cancer awareness programme within the country’s programme within the country’s Health Sector Strategic Progrmme Health Sector Strategic Progrmme to make it most effectiveto make it most effective

Collaboration with NGOs interested Collaboration with NGOs interested in cancer servicesin cancer services

Funding NGOs and working with Funding NGOs and working with them for a common social causethem for a common social cause

9. Post treatment care9. Post treatment care

Educating health care personnel and Educating health care personnel and patients on post treatment care e.g. patients on post treatment care e.g. post surgical exercises after Breast post surgical exercises after Breast cancer surgerycancer surgery

After treatment Dos and Don’ts After treatment Dos and Don’ts leaflets for patientsleaflets for patients

10. Health Promotion 10. Health Promotion ActivitiesActivities

Prostheses (artificial body Prostheses (artificial body parts)parts)

Diet / weight reduction Diet / weight reduction counselingcounseling

Fitness / Yoga campsFitness / Yoga campsPink Ribbon DayPink Ribbon DayRose DayRose Day

Patient care with Patient care with ProsthesesProstheses

Corporates in association with NGOs help Corporates in association with NGOs help cancer patients obtain the prostheses cancer patients obtain the prostheses (artificial body parts) e.g. breast (artificial body parts) e.g. breast prosthesis; and even rehabilitation of a prosthesis; and even rehabilitation of a patient rendered jobless due to long patient rendered jobless due to long absence from the job or his/her family absence from the job or his/her family members to supplement the family members to supplement the family income ... this assistance is rendered income ... this assistance is rendered with humaneness and compassion.with humaneness and compassion.

Opening rehabilitation centersOpening rehabilitation centers

http://www.cpaaindia.org/activities/patientcare.htm

““Health Managers” for Health Managers” for PatientsPatients

The companies recruit Health Managers The companies recruit Health Managers helping them with counseling, diagnostic helping them with counseling, diagnostic tests, freebies, diet or exercise advice. tests, freebies, diet or exercise advice. All of this at no charge.All of this at no charge.

Physician and patient support programs Physician and patient support programs directed to better drug adherence and directed to better drug adherence and compliancecompliance

Direct patient-pharmacy based Direct patient-pharmacy based counseling on diet supplementscounseling on diet supplements

Health Camps / Medical Health Camps / Medical carecare

Breast cancer support groupsBreast cancer support groups Health facilities-Preventive, Curative Health facilities-Preventive, Curative

and Informativeand Informative Nutrition awarenessNutrition awareness Forming Self Help Groups (SHG’s)Forming Self Help Groups (SHG’s) Expansion of hospital care services Expansion of hospital care services

through better utilization of existing through better utilization of existing facilities (Stree Shakti Cards: Referral facilities (Stree Shakti Cards: Referral Services)Services)

Camp clinics serve the gate-keeping Camp clinics serve the gate-keeping function for identifying women in need function for identifying women in need of higher order health care servicesof higher order health care services

Pink Ribbon DayPink Ribbon Day Become a Corporate Partner -SponsorshipBecome a Corporate Partner -Sponsorship Cause-related marketing – Drive sales through donating a Cause-related marketing – Drive sales through donating a

percentage of sales of your products or servicespercentage of sales of your products or services Box support – raise funds through selling Pink Ribbon Day Box support – raise funds through selling Pink Ribbon Day

merchandise at retail outlets nationallymerchandise at retail outlets nationally Event participation – hold a Girls’ Night In event, wear Pink, and Event participation – hold a Girls’ Night In event, wear Pink, and

many more opportunitiesmany more opportunities Events - Organise a pink event or a Girls’ Night In and engage staff Events - Organise a pink event or a Girls’ Night In and engage staff

and customers with a keynote speaker, run auctions, raffles and and customers with a keynote speaker, run auctions, raffles and competitions.competitions.

Site Stalls - Host Pink Ribbon Day stalls at offices nationally by Site Stalls - Host Pink Ribbon Day stalls at offices nationally by ordering merchandise from localordering merchandise from local Cancer Council Cancer Council. .

Volunteering – Staff sell merchandise on Pink Ribbon Day Volunteering – Staff sell merchandise on Pink Ribbon Day Payroll Giving – allow staff to contribute to the cause from their Payroll Giving – allow staff to contribute to the cause from their

pre-tax pay and set up a one-off online donation for the occasion.pre-tax pay and set up a one-off online donation for the occasion.

http://www.pinkribbonday.com.au/become-corporate-partner

Fund raising approach Fund raising approach By Corporates on Rose By Corporates on Rose

DayDay EndorsementEndorsement Corporate Social ResponsibilityCorporate Social Responsibility Corporate Venture – Image buildingCorporate Venture – Image building Pharma – NGOs tie upsPharma – NGOs tie ups Involve opinion leaders, journalists and Involve opinion leaders, journalists and

donors in fund raising activitiesdonors in fund raising activities Collaborative projects with American Collaborative projects with American

Cancer Society and Queensland Cancer Cancer Society and Queensland Cancer FundFund

Other supportive Other supportive activitiesactivities

Dedicated voluteersDedicated voluteers Suggestions in interest of patients careSuggestions in interest of patients care Donations in case/kindDonations in case/kind Sponsorship for patient oriented events viz., Holi, Sponsorship for patient oriented events viz., Holi,

Diwali and Christmas celebrationsDiwali and Christmas celebrations Sponsorhip for fund raisersSponsorhip for fund raisers Donation of a van for shuttle service for the Donation of a van for shuttle service for the

patientspatients Sponsoring health check up campsSponsoring health check up camps Sponsoring the printing of stationary of NGOsSponsoring the printing of stationary of NGOs Getting up space in the newspapers/magazinesGetting up space in the newspapers/magazines

International International trends in Cancer trends in Cancer

AwarenessAwareness

CollaborationsCollaborations

A collaboration of national public A collaboration of national public service organizations, professional service organizations, professional medical associations, and medical associations, and government agencies working government agencies working together to promote breast cancer together to promote breast cancer awareness, share information on the awareness, share information on the disease, and provide greater access disease, and provide greater access to services.to services.

Collaborating Collaborating OrganizationsOrganizations

National Cancer Control Programme (NCCP)National Cancer Control Programme (NCCP) Cancer Patients Aid Association (CPAA)Cancer Patients Aid Association (CPAA) Macmillan Cancer SupportMacmillan Cancer Support American Cancer Society (ACS) American Cancer Society (ACS) American College of Obstetricians and Gynecologists (ACOG)American College of Obstetricians and Gynecologists (ACOG) American College of Radiology (ACR)American College of Radiology (ACR) The American Society of Clinical Oncology (ASCO) The American Society of Clinical Oncology (ASCO) The American Medical Women's Association (AMWA)The American Medical Women's Association (AMWA) National Medical Association (NMA)National Medical Association (NMA) The Oncology Nursing Society (ONS) The Oncology Nursing Society (ONS) Prevent Cancer FoundationPrevent Cancer Foundation Centers for Medicare & Medicaid Services (CMS)Centers for Medicare & Medicaid Services (CMS) National Cancer Institute (NCI)National Cancer Institute (NCI)

Thank YouThank You

Caring for patients through Caring for patients through Awareness, Education and Awareness, Education and

RehabilitationRehabilitation

BC Myths and Facts - revised ppt 3.6.14

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