Novartis, Sony Pictures campaign for breast cancer

MUMBAI: Novartis and Sony Pictures Television International’s (SPTI) Latin American advertising sales group launched SER, a breast cancer prevention and early detection campaign in support of Latin American women. The groundbreaking campaign combines Novartis’ resources and expertise in oncology and SPTI’s powerful media reach to assist Latin America women in their fight against breast cancer.

The campaign is called SER, which means ‘to be’ in Spanish, to signify the strength required to ‘just be’ by those going through breast cancer and the support they receive from loved ones, whether it’s to be strong, to be sad, to be hopeful, or to just be comfortable in their own skin as they go through treatment.

Breast cancer is the most common cause of cancer-related death for women worldwide and is the leading cause of death for women in South America. Recognizing that the challenge of breast cancer is beyond the capacity of any one partner or sector to address, SER is a groundbreaking campaign to build an online community where women can access a wide spectrum of expertise and resources they need to understand, detect, and treat breast cancer, and to promote it via the cable television channels for which SPTI handles the advertising sales in Latin America, including Sony Entertainment Television (SET), E!, A&E, AXN, Casa Club TV, MGM and The History Channel.

"Novartis is proud to join this partnership as the philosophy of the SER campaign is consistent with our belief that the greatest improvements in health are achieved when companies operate in concert with other interested parties such as governments, charities, and the medical community," said Novartis Latin America president Dr. Luis Villalba.

"By combining science, patient services, and the media in the SER campaign, Sony Pictures Television International and its other partners are creating a powerful new model for corporate social responsibility in the area of cancer care," said SPTI’s Latin American region senior vice president of advertising sales Klaudia Bermudez-Key.

"The SER campaign is an innovative approach to deliver the message of breast cancer early detection and treatment on a massive scale throughout Latin America where a culture of fear and silence surrounds the disease preventing many patients from achieving early detection and effective treatment," said American Cancer Society president Dr. Elmer Huerta.

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