In response to the alarming rise in head and neck cancers, American Oncology Institute (AOI) has unveiled its new awareness campaign, #BreakTheHabit for a Safer Tomorrow. The initiative aims to tackle the growing incidence of these cancers, predominantly driven by tobacco and alcohol consumption. These two factors account for approximately 80% of oral cavity cancers, underscoring their critical role in disease development.

Tobacco's impact is evident in its various forms, including smoked products like cigars, cigarettes, and beedis, as well as smokeless variants such as gutkha and chewing tobacco. The northeastern regions of India, where tobacco use is prevalent, report the highest cancer incidence in the country. Smokeless tobacco, consumed both orally and nasally, is notably linked to potentially malignant oral disorders and cancers of the oral cavity. The risk escalates significantly when tobacco use is combined with alcohol consumption, creating a synergistic effect that exacerbates the risk.

Harish Trivedi, CEO of CTSI-South Asia, highlighted the urgent need for targeted communication strategies. “The rise in head and neck cancers in India is largely due to widespread tobacco usage. Our #BreakTheHabit campaign is designed to engage our audience, particularly the youth, by using creative and straightforward messaging. We aim to raise awareness about the risks associated with tobacco and alcohol and promote prevention and cessation efforts. By leveraging social media and a strategic media mix, we hope to enhance understanding and encourage healthier lifestyle choices,” Trivedi said.

The campaign builds on the success of the "Kal Ki Soch" short film released last year, which focused on oral and mouth cancer awareness. AOI’s new campaign will be featured across its social media platforms and in over ten states through outdoor and in-house advertising. The initiative will utilize both above-the-line (ATL) and below-the-line (BTL) strategies to maximize its reach and effectiveness.

A regional spokesperson from AOI added, “Head and neck cancers are a significant health concern in India, with many cases being preventable. Through #BreakTheHabit, we aim to educate the public about the dangers of tobacco and alcohol use and encourage regular screenings for early detection. Our team at AOI is dedicated to offering comprehensive care and support to our patients.”

AOI operates 17 cancer hospitals across South Asia and is a subsidiary of Varian Medical Systems, a Siemens Healthineers company. According to the Global Cancer Observatory (GLOBOCAN), head and neck cancers represent about 30% of all cancers in India. The Indian Council of Medical Research (ICMR) reports over 200,000 new cases annually, with tobacco and alcohol being the principal risk factors. Awareness campaigns like AOI’s are vital in improving early detection and survival rates, making a significant impact in the fight against cancer.