AOI launches #BreaktheHabit for a Safer Tomorrow campaign to combat head & neck cancer

New Delhi: The American Oncology Institute (AOI) has launched the “#BreaktheHabit for a Safer Tomorrow” campaign to raise awareness about the alarming rise of head and neck cancers linked to tobacco and alcohol consumption.

The campaign underscores the critical need to break habits that significantly contribute to these cancers, aiming to educate the public on preventive measures and early detection.

This initiative builds upon the “Kal Ki Soch” short film from the previous year, which aimed to raise awareness about oral and mouth cancer for public health advocacy. Using its brand slogan, “We journey with you,” AOI aims to strengthen its dedication to a future where cancer is not a source of fear.

Head and neck cancers constitute a substantial portion of cancer cases in India, with tobacco and alcohol use identified as primary risk factors contributing to approximately 80% of oral cavity cancers. These cancers are prevalent across various forms of tobacco, including smoked products like cigars and cigarettes, as well as smokeless variants such as gutkha and chewing tobacco (SLT). The detrimental impact is heightened when coupled with alcohol consumption, creating a synergistic effect that increases the risk beyond individual contributions.Harish Trivedi, CEO of CTSI-South Asia, highlighted, “Our recent initiative, #BreakTheHabit, aims to bridge the gap in communication regarding the risk factors associated with head and neck cancers. Leveraging social media and a strategic media mix, we seek to raise awareness about the significant risks associated with tobacco and alcohol use in relation to these cancers. Our campaign focuses on addressing these modifiable risk factors through targeted prevention and cessation efforts, crucial for reducing the burden of this debilitating disease. With promising initial engagement, our goal is to reach a broader audience and enhance understanding of head and neck cancer awareness.”

The initiative builds upon AOI’s commitment to cancer care and prevention, aligning with their mission to create a world without the fear of cancer. It leverages a comprehensive approach across digital and traditional platforms, including outdoor advertising and in-house promotions across more than 10 states. The campaign employs both Above The Line (ATL) and Below The Line (BTL) strategies to maximize outreach and impact.

“Head and neck cancers are a major health concern in India, with a significant portion of cases being preventable,” stated a regional Chief Operating Officer at AOI. “Through #BreakTheHabit we aim to educate the public on the dangers of tobacco and alcohol use and encourage regular screenings for early detection. Our dedicated team at AOI is committed to providing comprehensive care and support to all our patients.”

AOI operates 17 cancer hospitals across South Asia and is a subsidiary of Varian Medical Systems, a Siemens Healthineers Company. The #BreaktheHabit campaign is part of AOI’s broader efforts under the #AOICancercare and #Wejourneywithyou campaigns, focusing on comprehensive cancer care and patient support.

According to the Global Cancer Observatory (GLOBOCAN), head and neck cancers constitute approximately 30% of all cancers in India. With over 200,000 new cases diagnosed annually, early detection remains crucial in enhancing survival rates and reducing the burden of these cancers on public health.