The Knotty Ribbon problem of Prostate Carcinoma
There is a concerning trend of increase in incidence of prostatic carcinoma that should not be ignored. Dubbed ‘the silent killer’, prostate cancer claimed 397,430 lives globally in 2022, according to the Global Cancer Observatory.
A report published in The Lancet on April 4 revealed an even more unsettling projection: prostate cancer is set to escalate global morbidity and mortality. By 2040, cases are anticipated to double, the medical journal said.
Worse, with a 30% nationwide surge and an annual influx of 42,000 new cases, India is expected to be among the worst affected countries in the world. Already, the numbers are staggering, with urban areas recording a 75%–80% spike in cases of prostate cancer over the last two-and-a-half decades.
The primary reason for late-stage detection is the lack of awareness and early screening.
The ribbon problem
Have you noticed the light-blue ribbons that pop up every year around September? Those are meant to spread awareness about prostate cancer. However, the problem is that ribbons of various colours have become ubiquitous as the easiest medium for those trying to increase awareness about everything from road safety to climate change, not just cancers.
Tracing back the ribbon takes us to Evelyn H Lauder, the Austrian American businessperson and philanthropist who was diagnosed with breast cancer in 1989. She embarked on a mission as an advocate for women’s health. Lauder initiated the groundbreaking pink ribbon campaign within Estée Lauder Companies. They distributed ribbons and self-exam instruction cards at Estée Lauder counters worldwide, sparking conversations, and raising awareness about breast health.
Lauder founded the Breast Cancer Research Foundation, raising over USD350 million for global research, education, and medical services.
Through this one initiative, breast cancer was brought to the forefront of public consciousness. Since then, the narrative surrounding breast cancer has undergone a profound transformation. Once a stigmatised disease dealt with quietly and in isolation, it has now emerged as a pressing public health issue worthy of widespread discussion and action.
Mimicking the success of the breast cancer campaign isn’t merely about changing the hue of the ribbon. The pink ribbon campaign worked because it carried a clear message aimed at solving a specific problem for a well-defined audience.
While learning from the success of the breast cancer campaigns is critical, it is also important to note that the messaging should be based on the need of the specific problem at hand. Instead, today ribbons have become the shorthand for cancer campaigns.
Simply put, cancer has a big ribbon problem.
Citation:
https://lnkd.in/gU-y2xNu
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