CSR

Piramal Healthcare Launches Nationwide Campaign ‘helpyourbody’

A special 'helpyourbody' test for chronic illnesses will be available at its 90 diagnostic centres

L to R: Shobhaa De, Priya Dutt, Dr Swati Piramal, Dr APJ Abdul Kalam and Ajay Piramal at the launch of 'helpyourbody' campaign by the Piramal Group

Taking cue of the rising chronic diseases and increasing lifestyle disorders, Mumbai-based leading research and diagnostics firm, Piramal Healthcare (formerly known as Nicholas Piramal India) as a part of its CSR, has taken a huge social initiative against chronic diseases through its campaign titled 'helpyourbody.' It is a nationwide crusade against chronic diseases. The company has developed a website, www.helpyourbody.in which was officially launched by former President of India, Dr APJ Abdul Kalam in the presence of public figures who have lent their support to the campaign. The respective dignitaries include Member of Parliament and social activist Priya Dutt, filmmaker Mahesh Bhatt, columnist and writer Shobhaa De.

Dr Swati A Piramal, Director, Piramal Group, said, "India is expected to be the chronic disease capital of the world with 70 million diabetics, 213 million hypertensive patients and 60 million suffering from arthritis by 2025. According to the WHO, the cost of chronic diseases, including welfare losses, is estimated to be Rs 15,01,200 crore by 2015. We feel that the Government, the private sector, the medical fraternity, NGOs should come together as part of a comprehensive integrated crusade against the onslaught of chronic diseases." 'Helpyourbody' is a comprehensive programme meant to reduce the projected trend of chronic diseases through three phases - knowledge, action and care. As part of its phase I, to create awareness, the Piramal Group will aim to enroll 20,000 doctors as crusaders across India— eventually increasing the number to 30,000. Each of these doctor-crusaders will disseminate knowledge and information to patients on risk factors for chronic disease, diagnosis and management. In phase two (Action), a special 'helpyourbody' test for chronic illnesses will be available at its 90 diagnostics centres spread across 47 cities. Detection camps will be organised in 20 cities across India reaching out to 1,000,000 people. Small lifestyle changes will be encouraged and implemented at workplaces (formal and informal) and mass media will be used to communicate the same.

In phase III (Care), it will communicate to local communities in partnerships with various NGOs, the local medical fraternity will provide a platform for people to build and sustain momentum through periodic local activities. The initiative is supported by The Associated Chambers of Commerce and Industry of India (ASSOCHAM) and more than 25,000 doctors across India. NGOs like The Indian Red Cross Society, Hindustan Latex Family Planning Promotion Trust, Indian Council for Mental Health, Arthritis Foundation of India, The Population Foundation of India, Prayas, Sevadham Trust, Kripa Foundation, Chronic Care Foundation (CCF), Cancer Patients Aid Association have also joined hands in this initiative. In the initial phase, this campaign will be spreading awareness in northern parts of India especially in Rajasthan and gradually will spread across India. The company has identified six different diseases which is divided into two phases. In earlier stage, the company will be focusing on diabetes, heart diseases and arthritis whereas for phase II it will be diversifying other therapeutic areas like cancer, hypertension and mental instability. For this nationwide campaign the company has earmarked a total investment of Rs 10 crore. The company is also in talks with the Planning Commission for financial support from the Government of India. Swati Piramal Director, Piramal Group said, "In the cur rent scenario everyone in talking and getting financial support for malaria, HIV and many more other therapeutic areas but no one in concentrating on this epidemic. Before launching this campaign we approached many pharma companies like Novartis, Sun Pharma and they will be joining later on. For the financial support we are in talks with government and expecting that we will be definitely getting some funds from our regulatory body."

EH News Bureau