India’s Women Empowered to Fight Cervical Cancer with Roche Diagnostics’ #BeYourOwnShero Campaign

In India, cervical cancer affects over 1.23 lakh women and claims around 77,000 lives annually, making it the second most common cancer among women. As a preventable disease, it is crucial to address the lack of awareness surrounding reliable screening methods.

Roche Diagnostics India has responded with the #BeYourOwnShero campaign, enlisting the support of trailblazing actress Vidya Balan. This innovative initiative combines digital and social media, influencer partnerships, expert collaborations, and on-ground events to educate women about cervical cancer, challenge vaccination and screening misconceptions, and promote the importance of the HPV test.

The Cancer Awareness, Prevention, and Early Detection Trust (CAPED) has also partnered with Roche Diagnostics India to increase HPV screening awareness among working women in Mumbai, Delhi, Chennai, Hyderabad, and Bangalore. This campaign features four Hero films on various digital platforms, such as Facebook, YouTube, and LinkedIn, and a dedicated resource hub at

The WHO aims to eliminate cervical cancer by 2030 through vaccination, screening, and treatment. It recommends that women aged 30-65 undergo high-performance HPV DNA tests, which should be repeated every 5-10 years. The #BeYourOwnShero campaign seeks to empower women to prioritize their health, creating a lasting impact on systemic and behavioral changes in healthcare outcomes.


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