MSD (known in the United States and Canada as Merck & Company, Inc., Rahway, NJ, USA) today announced the launch of its cervical cancer awareness campaign in India. This initiative is being implemented in collaboration with famous actress, public personality and mother Madhuri Dixit Nene. The aim of the campaign is to advance the discussion about women’s preventive health and encourage women and parents across the country to discuss with their doctors about cervical cancer and the appropriate health options available for its prevention. Every seven minutes, nearly one woman in India dies of cervical cancer, even though the disease is largely preventable.(Photo courtesy – istock)

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Cervical cancer is one of the most common cancers affecting women in India. The disease is largely preventable with timely medical consultation and appropriate preventive measures, yet nearly one woman dies every seven minutes in India, i.e. about 200 deaths per day (data as per Globocan HPV India Report 2023). The campaign seeks to highlight the important issues of lack of awareness and delay in seeking preventive healthcare especially among women.

As part of this initiative, a series of short digital films featuring Madhuri Dixit were released on various digital platforms. Through simple, factual and informative messages, these videos highlight important information about cervical cancer, its relationship to human papillomavirus (HPV), and the need to consult health professionals. These videos urge women and parents to prioritize communication with gynecologists and paediatricians about cervical cancer prevention and highlight the importance of awareness and informed discussions with health professionals.

The campaign prompts individuals and families to consider how health- decisions are often postponed until symptoms appear, even when effective preventative measures are available. This campaign emphasizes that cervical cancer should not become another late diagnosed disease.

Speaking about the initiative, MSD India Region Managing Director Brecht Vanneste said, “Cervical cancer awareness and timely doctor consultation are critical to public health. Raising awareness about HPV and preventive healthcare can significantly improve women’s long-term health outcomes. At MSD, we are committed to supporting initiatives that promote informed communication and empower women to take proactive steps to protect their health.”

Expressing her views on this initiative, Madhuri Dixit said, “Women often put their own health last while taking care of everyone else. Women’s health needs proper attention, priority and open communication. Cervical cancer is one of the few cancers where awareness and informed discussion is crucial. Through this initiative, I hope that more women and families will gain the confidence to talk to their doctors about cervical cancer and its prevention. Talking to doctors is self-care. There is an important part to take and it should never be postponed.”

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Through this campaign, MSD aims to contribute to broader public health efforts focused on prevention, public awareness and informed decision-making. By encouraging timely communication and raising awareness, the initiative seeks to support a healthier future for women and families across India. Please consult a qualified healthcare professional for more information on cervical cancer and preventive healthcare.