Zydus Lifesciences has completed a nationwide awareness campaign titled ‘The Easiest Exam’, aimed at encouraging self-breast examinations for early detection of breast cancer. The campaign, launched in October 2024, was developed in response to the growing incidence of breast cancer in India, where one in every 29 women is at risk.
The initiative reached millions of women through a combination of storytelling, medical insights, and digital outreach. It featured a podcast series hosted by a breast cancer survivor and author, in conversation with oncologists and fellow survivors. These conversations contributed to over 164 million impressions across digital and social platforms, with video views exceeding 92 million. The campaign microsite, EasiestExam.com, recorded more than 208,000 visitors. Print coverage extended to 14 national and regional publications.
“As a science and innovation-led, patient-first organisation, Zydus believes that awareness is just as vital as access to treatment,” said Desai. “Through campaigns like ‘The Easiest Exam’, we support patients and inspire them to take the right actions at the right time.”
A national panel discussion was also conducted as part of the campaign. It brought together oncologists and survivors to address misconceptions, share personal experiences, and highlight the importance of self-examination for early detection.
The campaign launched ‘Stories of Hope’, a publication that features narratives of over 100 breast cancer survivors. It was created to provide support and share first-hand experiences that may encourage more women to undergo regular self-checks.
The campaign’s digital-first strategy included a microsite that hosted instructional videos, an awareness pledge, and tools for users to nominate friends or family to take part in the initiative. A podcast titled ‘Hope & Healing’, also hosted by a cancer warrior, helped further disseminate the campaign’s message and contributed over 90 million impressions.
With around 90 per cent of breast cancer cases in India detected in women over 45, and most diagnoses occurring at advanced stages, the campaign sought to address a significant awareness gap. The initiative reinforced that breast cancer has better treatment outcomes when detected in stages 1 or 2, and self-examination can be an important preventive measure.
Zydus Lifesciences continues to support oncology care through a range of therapeutic products including targeted therapies, cytotoxic drugs, and biologics such as Sigrima, Vivitra, Bryxta, and Ujvira. Its partnership with Guardant Health enables genomic profiling for early cancer detection and personalised treatment strategies.
“As a science and innovation-led, patient-first organisation, Zydus believes that awareness is just as vital as access to treatment,” reiterated Desai. “Through campaigns like ‘The Easiest Exam’, we support patients and inspire them to take the right actions at the right time.”
