A woman who fought breast cancer comes back stronger and shares her story in a powerful reel. As one scrolls down @sriorcoimbatore page on Instagram, another reel pops up. It offers a simple advice on maintaining a healthy weight with a balanced diet rich in fruits, vegetables, whole grains and proteins, regular exercise, and limited alcohol intake to help reduce breast cancer incidence. There are as many as 20 plus thoughtful reels that break myths, stigma and fear surrounding breast cancer. From highlighting the role of emotional support from family and friends and tips on managing side effects to guidance for working women on balancing treatment with their careers, these reels spread the word instantly. “We have been doing breast cancer awareness for 23 years. Every year, I think we have done enough, but then realise it’s not enough,” says Dr P Guhan, director of Sri Ramakrishna Hospital — Sri Ramakrishna Institute of Oncology and Research (SRIOR).

After having launched a series of apps, digital pamphlets, e-books, short films, digital awareness vans, a website on cancer, Dr Guhan has now uploaded reels to turn the spotlight on early detection and empowering women to fight the most common cancer worldwide. “A survivor becomes a beacon of hope for several women diagnosed with the disease. It motivates them to go for treatment confidently,” he says adding that the theme of October 2025, the Breast Cancer Awareness Month is ‘Every Story Is Unique, Every Journey Matters’, which means breast cancer comes in many manifestations where each life demands dignity, care and support. The campaign, that originated in the West, encourages conversations and breaks taboos surrounding breast cancer. Education about breast health, risk factors, and the importance of early detection through self-exams and screenings like mammograms is the key. “The concept has grown globally and the WHO celebrates the month with lots of awareness activities planned around it. In the US, 70 percent of breast cancer cases are mammographically detected requiring just a surgery. In India, we still have a long way to go. It’s the collective responsibility of the society to keep the conversation going.”

Referring to studies, he says while in 2012 breast cancer cases were around 1,44,000, in 2024, it has shot up to 2,22,000 cases. “Every year,10,000 cases are added. Though one cannot control non-modifiable factors like genetic predispositions, women can reduce modifiable risk factors by adopting lifestyle changes. Late marriage and late child birth, alcohol intake, use of oral contraceptives, and obesity are some of the risk factors. Early detection often allows for simpler treatment. It may require only surgery and medication, and makes breast conservation a viable option, but this awareness should reach women, especially the ones under 50 years of age. Hence, we thought of using Instagram reels to connect with the youngsters.”

Dr Guhan admits that there is still a lot of fear associated with cancer. “While 30 women in every lakh are prone to get the disease in a city like Coimbatore, the number is over 40 for every one lakh in metros like Chennai. People are hesitant to approach medical help. We have to constantly remind them that cancer is curable if detected early. More than 50 percent of cancer cases in India are detected in advanced stage III or stage IV levels. There are lot of developments in treatments like targeted therapy and hormonal therapy whose efficacy levels are high.”

A routine annual screening helps in early detection. “Women in the 20s should self examine and if they feel any lump, consult a doctor. Those above 30 should go for clinical breast examination while for those above 40 ultrasound mammogram and an annual pap smear and mammogram to rule out cervical cancer and breast cancer respectively. Young women are forthcoming for mammogram which is a healthy sign,” he says, adding, “All lumps are not cancerous.”

For appointments and mammogram screening, call 04224500000 or visit @sriorcoimbatore on Instagram