by The Welthi Bureau | 04 NOV 2017
BerokZindagia public awareness campaign for AP and Telangana was launched today to educate and encourage patients suffering from Obstructive Airway Diseases (OAD) and Chronic Respiratory Diseases (CRD). The awareness campaign is launch under the aegis of Cipla to manage and control the disease.
Chronic Respiratory Diseases (CRD) is one of the most common causes of disease burden, in India. CRD includes asthma and chronic obstructive pulmonary disease (COPD) which can together account for an estimated burden of about 100 million individuals. Recent trends show that instances of chronic respiratory diseases are on the rise in key cities of Andhra Pradesh and Telangana.
#BerokZindagi, the campaign will help establish the fact that OAD and CRD is not a debilitating factor. It also strives to establish inhalers as the smartest choice to combat the illness. The campaign aims to eliminate stigma around inhalation therapy and make it more socially acceptable and enable patients to live a life without limits.
Speaking on the campaign launch, Dr. Jaideep A. Gogtay, Chief Medical Officer, Cipla said,“Studies indicate a wide prevalence of OAD including asthma in the regions of AP and Telangana. Impact of asthma on quality of life is far greater than as perceived by the patients and the perception of the disease management is far more controlled in the minds of patients. Public awareness is the need of an hour. Increased awareness about inhalation treatment (including non-sufferers) to overcome social stigma; the assurance that inhalation is safe and reliable and to know that asthma can be controlled and thus is not a hindrance in living a full life are major concern areas. #BerokZindagiis a first-of-its-kind campaign which positions the inhaler as not a sign of weakness, but echoes the patients’ undeniable resolve and spirit.”
Adding to the discussion Dr. R Vijai Kumar, Director, Hyderabad Chest Center said, “Different diseases affect men and women at different ages, differently. To give an example, asthma affects girls and boys more or less equally at maybe 8 to 10%. While in the adult age group probably women outnumber men in having asthma. The percentage and volume lung diseases, especially asthma have gone up in all the districts of the two Telugu speaking states. This conclusion is based on my observation which again is based on the number of patients with lung diseases who come for my advice. When I analyzed the data of my patients with lung diseases, I can easily conclude that the lung disorders in the two states are on the rise”.
The Chief Guest for the occasion was ace badminton star Parupalli Kashyap who was diagnosed with asthma in 2004. Though the diagnosis came as a shock to him and he thought that his playing career was finished, he put in a lot of effort to overcome the problem using appropriate medication. Today, he leads a mainstream life and has secured several accolades in both international and national badminton circuits. Sharing his life journey,Parupalli Kashyap said,“The word asthma is enough to stir negative thoughts in your mind. I too was shocked and devastated to learn about my asthma. Many thought my career will be over but I was determined to play. The determination was so strong that I started with an inhalation therapy and the slowly started working on my endurance. It is tough but with regular work-out and inhalation therapy can be controlled. Anybody can win it, if I can, you can too”.
Speaking on the importance of the campaign, Dr. P. Sudershan Reddy, Former Professor & HOD Paediatrics, Osmania Medical College added, “Health of a citizen is a state subject. Government participation in such campaigns will help reach out to people at grass root level, create awareness and will affect individual in a very positive way. The campaign is need of an hour and the gravity can be understood by the fact that in my clinic I come across 6-8% asthmatic patient from the urban region. While in rural it is 1-2%. The campaign will help improve the confidence of patients by removing the age-old stigma and misconception related to respiratory diseases. We need to educate people on inhalation therapy as a smart choice to live a quality life”.
Dr. Gogtay, Chief Medical Officer, Cipla further added,“#BerokZindagiis a campaign with a purpose. Asthma is no big deal and a fulfilling life is possible. #BerokZindagi is a movement to understand and accept inhalation therapy without fear and stigma”.
#BerokZindagiaims to help millions breathe-free and is here to support asthmatic by encouraging them to opt for inhalation therapy. Shying away from the condition will not improve quality of life, accepting it will do. Let AP and Telangana breathe-freely.
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