The Defeat Cancer campaign is a national awareness initiative led by the Pakistan Institute of Living and Learning (PILL) to challenge the silence, stigma, and fear surrounding breast cancer in Pakistan. With one of the highest breast cancer incidence rates in Asia, the campaign aims to normalize conversations around women’s health—especially about breasts and breast cancer—and to promote life-saving practices like early screening and psychosocial support.
Rooted in the “Moving On After Breast Cancer Plus (ABC+)” trial, the largest randomized controlled trial of its kind in the world, this campaign also educates the public on the value of health research and its role in saving lives. We seek to increase participation in breast cancer research and ensure that communities understand the significance of early detection.
Our Mission
To reach 10 million people across Pakistan within 4–6 months, breaking taboos, building awareness, and encouraging support for breast cancer screening, research participation, and mental health services.
Our Strategy
We are working across multiple platforms and partnerships to amplify our message:
- Mass Media & Digital Engagement: Using platforms like Facebook, Instagram, TikTok, YouTube, and X to go viral with our message and engage millions.
- Community Outreach: Hosting awareness sessions, using mobile screening vans, and creating safe spaces for women to share concerns and access information.
- Institutional Support: Partnering with the Ministry of Health, Basic Health Units, Education Departments, Parliamentarians, and universities.
- Influencer & Celebrity Involvement: Onboarding ambassadors, survivors, students, and celebrities to spread the message widely.
- Resource Development: Distributing printed materials (flyers, posters, caps, t-shirts, mugs), SMS campaigns, and public service messages.
- Media Collaboration: Launching ABC TV, a YouTube channel focused on breast cancer education, myth-busting, and survivor-centered discussions.