Breast Cancer Awareness Month
India's commonest women's cancer. Catching it early changes everything — and it starts with knowing your own normal.
Breast cancer overtook cervical as India's commonest women's cancer about a decade ago. Survival depends almost entirely on how early it's caught — yet most Indian women have never been shown how to do a self-exam, and most are diagnosed past stage II. This is the campaign month to fix both.
October pillars
Self-exam tutorial
90-second video, 7 languages, in-Care + WhatsApp share. Plus a monthly auto-reminder pinned to the user's cycle.
Mammogram readiness
For 40+ Care users — a printable that lists what to wear, what to bring, what to ask. Plus a 1-tap booking with verified providers.
Survivor stories
7 short audio stories on Sakhi — what they noticed first, what they wish they'd done sooner.
October cadence
- Oct 1Pink up
Doodle takeover. Self-exam tutorial released.
- Oct 8Reminder
Auto-reminder lands for every Care user (one-time opt-out).
- Oct 15Mammogram
Readiness kit live. 40+ user notification.
- Oct 22Stories
Survivor stories drop on Sakhi.
- Oct 31Close
Sakhi AMA with a breast-oncology surgeon.
Common questions
How do I do a breast self-exam?
Once a month, ideally a few days after your period ends. With flat fingers, press in small circles across each breast (in three pressures — light, medium, firm), into the armpit, around the nipple. Look in a mirror for changes in shape, dimples, or nipple discharge. The 90-second tutorial walks you through it.
When should I start getting mammograms?
Indian guidelines suggest starting around 40, every 1–2 years, and earlier if you have a strong family history (first-degree relative diagnosed <50, or known BRCA1/2). Talk to a clinician about your personal cadence — see /care/care-team.
I have dense breasts — does that change things?
Yes. Dense breast tissue makes mammograms harder to read and is itself an independent risk factor. Many clinicians add ultrasound or MRI when density is high. Mention density to your radiologist and ask about supplementary screening.
What is a normal lump versus a concerning lump?
Many breasts are normally lumpy, especially before periods. A new, hard, painless lump that does not move with the surrounding tissue, especially with skin changes or nipple discharge, needs urgent assessment. When in doubt, see a clinician — early is the whole point.
I am under 40 with a lump. Should I worry?
Most lumps in younger women are benign (fibroadenomas, cysts), but every new lump deserves an in-person exam. Don't skip it because of age. Book a clinical breast exam — see /care/care-team.
I did the self-exam after the October reminder. Found a small lump that turned out to be stage I. Six months later I am cancer-free. Ninety seconds, once a month.
Keep going
This campaign is one nudge. Here's where it leads on SHELY.
Get notified about the next campaign
One short email per week, plus a heads-up when the next women's-health campaign goes live. Indian voices, no spam.
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