New Delhi: Roche Diagnostics India has unveiled #BeYourOwnShero campaign to educate women about cervical cancer prevention.

Cervical cancer is India’s second most common cancer, affecting more than 1.23 lakh women each year. Around 77,000 Indian women die of the disease.

Bollywood actress Vidya Balan is the face of the digital campaign.

#BeYourOwnShero is an integrated campaign with social and digital advocacy initiatives, engaging influencers and medical experts, as well as partnerships and on-ground activities to educate women about cervical cancer facts, break myths about vaccination versus screening, as well as inform them about the gold standard HPV test.

The campaign includes the launch of 4 Hero films across various digital platforms- Facebook, YouTube and LinkedIn and a dedicated resource hub cervicalcancer-prevention.com. where interested women can sign up for more information on HPV screening.

As the first leg of the campaign, Roche Diagnostics India introduced free HPV screening for all women employees and women family members of male employees in the required age group (35-65 years)1 . While 82% of the eligible employees opted for screening, Roche Diagnostics India set forth to expand its efforts in bringing down the burden of cervical cancer in India.