‘Find it Early, Fight it Early’ is more than a campaign; it is a lifeline. At a time when 1 in 29 Indian women are at risk of breast cancer, awareness becomes the first step in survival.
In India, a woman is diagnosed with breast cancer every four minutes. Over the next decade, the number of women receiving treatment for breast cancer is expected to increase by 50,000 each year. Despite this alarming data, breast cancer awareness among Indian women remains worryingly low. Many still don’t know the symptoms or the importance of regular screenings.
The general ignorance of women in India about breast cancer is a significant reason why around 60% of breast cancer cases in India are diagnosed at Stage III or IV, when treatment becomes more difficult and survival rates decline.
A step towards awareness: ‘Find it Early, Fight it Early’
Early detection of breast cancer can improve survival rates to over 90%. However, without proper awareness, women rarely seek timely medical help. In rural areas, many women haven’t even heard of breast cancer. They don’t receive basic health information due to a mix of poor access, social stigma, and limited outreach. The silence around women’s health, especially breast-related issues, prevents open conversations and early action.
To address this urgent issue, FUJIFILM India launched its CSR campaign titled ‘Find It Early, Fight It Early’. This initiative, backed by Apollo Hospitals with Upasana Kamineni Konidela as Campaign Ambassador and vice Chairperson of CSR at Apollo, aims to spread awareness about breast cancer and the importance of early detection. The campaign focuses primarily on underserved communities where women rarely receive health education and where discussing such topics still carries a stigma.
Ms. Upasana Kamineni Konidela, Vice Chairperson of CSR, Apollo Hospitals, said, “As healthcare leaders, we have a responsibility to not only treat illness but to anticipate it through awareness, education, and access. Breast cancer continues to claim lives because too many women lack the information and resources needed to act early. This CSR initiative by FUJIFILM India reflects a deeper understanding of that reality. Our support is grounded in a shared commitment to take meaningful action where it matters most and ensure that awareness reaches the women who need it before it’s too late.”
Reaching 1.5 lakh women across 24 cities
The ‘Find It Early, Fight It Early’ campaign plans to cover 24 Indian cities and aims to reach over 1.5 lakh women. It uses structured community engagement tools, health risk assessments, and sensitisation efforts led by trained educators on the ground. By bringing awareness directly to women in their communities, the campaign breaks down barriers of access and stigma.
Through the partnership with Apollo Foundation, FUJIFILM India focuses not only on information sharing but also on empowering women to take charge of their health. The campaign’s workshops and sessions give women the space to ask questions, learn, and take ownership of their health. Women will learn how to identify symptoms, practice self-examinations, and consult doctors at the right time.
FUJIFILM’s sustainable value 2030 and the CSR shift we need
FUJIFILM India’s campaign also aligns with its parent company’s Sustainable Value 2030 Plan. This plan prioritises equitable healthcare access and support for vulnerable populations. The initiative fits well within the brand’s broader goal of creating a healthier society. That reflects its commitment to social responsibility. By making healthcare more inclusive, FUJIFILM India aims to address gaps in preventive care and support women who are often left behind.
Mr Koji Wada, Managing Director, FUJIFILM India, added, “At FUJIFILM India, we are committed to delivering innovative products and solutions that embody our Group purpose of ‘Giving Our World More Smiles.’ By blending diverse ideas, unique capabilities, and extraordinary people, we aim to create solutions that bring joy and smiles to the world. With ‘Find It Early, Fight It Early,’ the breast cancer awareness CSR Campaign, we aim to extend the reach of breast cancer awareness. We are committed to advancing early diagnosis so that many lives can be saved.”
India’s breast cancer burden: The numbers we are NOT talking about
Breast cancer is currently the most common cancer among Indian women. According to the National Cancer Registry Program by ICMR, it accounts for nearly 14% of all cancers in women. Today, 1 in 29 women in India is at risk of developing breast cancer in her lifetime. These numbers highlight the need for regular awareness campaigns and proactive health check-ups, especially in areas with limited access to care.
In most cases, delayed diagnosis results from poor awareness, social stigma, or a lack of timely healthcare support. That is why the ‘Find it Early, Fight it Early’ campaign focuses on local-level engagement, where information is shared in a culturally sensitive and respectful manner.
Fighting cancer with conversations: What ‘Find it Early, Fight it Early’ teaches us
FUJIFILM India and the Apollo Foundation are making a difference. India needs more partnerships like this, where corporate involvement in public health can create a real impact. When companies join hands with non-governmental organisations as well as governmental organisations, they can reach more people. Moreover, they can support affordable screenings and ease the pressure on already stretched public healthcare systems. These partnerships also help bridge gaps in awareness and access. They can be of great help in areas where conversations around women’s health still face stigma.
Breast cancer is treatable when caught early. However, early detection only happens when women know what to look for and feel safe asking for help. That is why awareness can’t stop with posters or one-time events. It needs regular outreach, honest conversations, and services that are easy to access.
It is time to rethink how we approach cancer, not just with treatment, but with trust, access, and awareness. The right to health starts with the right to know.
Read how policy neglect has long impacted cancer care in India in our story: ‘Punjab’s Cancer Train: The tragic legacy of Punjab’s Green Revolution’
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history, encompassing all elements that influence the lives of women and marginalised individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
