Call to downsize harmful ‘Cancerous Thrift’.

World Cancer Day 2012 - Call to downsize harmful ‘Cancerous Thrift’.

Online PR News – 05-February-2012 – – Young and charming Vishal was just 17 years old when he decided to spend Rs 2 (INR) for a pack of gutka (chewing tobacco). The parents could not know as he washed out the smell and the money spent was too less to be worried about. Same Vishal was 27 years old when he could not pass his stools, received chemotherapy for 6 months and still lost his life to brutal colo-rectal cancer.
The products that can potentially predispose life to be entrapped by cancer have pricing structure in order to be consumed by masses. Tobacco (in any form), alcoholic preparation, and now even junk food available at throw away prices. Stakeholders who sell them have a reason to do so but stakeholders involved in making purchase decision do lack idoneous analytical competence.
The vast distribution system, designer marketing and the addiction prompts products with carcinogenic property easy buying. The purchase action lacks the fear of long term consequences making it worth spending for. The Cancerous Thrift is on the rise and calls for an action plan that makes them more sensible before emptying their pockets.
It is an ever growing phenomenon which transforms into uncontrollable at critical point of time. The amount of money spent on treatment could go into millions of dollars or crores of Rupees depending upon stage it is brought in with no guarantee of life. And this is just the financial drain; emotional trauma caused cannot be simply calculated.
In order prevent the catastrophe; the vital steps are to be taken early. A unique model is in proposition by oncologist that aim at enhancing wise spending behaviour as early as possible.
Medical Oncologist Dr Shyam Aggarwal from Sir Ganga Ram Hospital admits proposing Government authorities to include information of substances causing cancers as a subject of course curriculum. He opines that reinforcement is vital and that can happen only if it is made compulsory to be remembered. We are in process of preparing a draft with consent of hundreds of oncologist to be submitted to the concerned minister.
Communicating about the hazards as early as possible by stakeholders like parents, teachers, relatives, and guardians is the key.

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Amit Abhilash
Star Eyes PR
new Delhi
Delhi dELHI, 110018

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