Redhotcurry - Health. Bollywood Star Launch TB Awareness Campaign

Leading Bollywood stars, Akshay Kumar and Sonali Bendre helped Public Health Minister, Yvette Cooper, launch a new campaign designed to raise awareness of Tuberculosis. The 'TB - Be Aware' campaign, which highlights the symptoms and incidence of Tuberculosis across the UK, will be targeted at healthcare professionals and high-risk communities. The campaign recognises the similarity of the symptoms to commonly occurring illnesses such as asthma and bronchitis, and is designed to raise the level of awareness when diagnosing potential high- risk patients.

The campaign information for high-risk communities has been developed to promote awareness of the symptoms and to help break down negative stereotypes and stigmas associated with Tuberculosis within these communities.

In 1950 there were 50,000 cases of Tuberculosis in the UK, which fell to an all-time low of 5,745 in 1987. However, the numbers of cases have risen over the last decade as part of a worldwide resurgence of TB and across the UK, 7,000 cases were reported in the year 2000. The 'TB - Be Aware' campaign is part of the Government's commitment to the global TB crisis as recognised by the World Health Organisation, and has been scheduled to coincide with World TB Day.

The targeted campaign will run for a five week period from 25th March 2002 in key specialist health press and will be supported by a complementary advertising and PR campaign utilising ethnic media, community networks and GP practices.

Health Minister, Yvette Cooper said of the campaign: "Although TB cases in this country are comparatively low, we have seen a rise, especially in London, as part of a worldwide resurgence of TB. That is why this is the right time for a prevention campaign which aims to raise awareness of the symptoms amongst health professionals and tackle the stigma around TB in communities at high risk. It is important that TB is diagnosed early so it can be treated and is not spread further."

The campaign has enlisted the support of some of the communities most high profile celebrities, to help 'de-stigmatise' TB and initiate discussion about the illness. Singer Patti Boulaye, Ambassador John Fashanu, Bollywood hearththrob Akshay Kumar and Sonali Bendre are featured in press, radio and television commercials which will break across ethnic media on the week of the launch.

Patti Boulaye said of the campaign: "It is hoped that by reducing the taboo surrounding TB, the campaign will encourage members of the community to recognise the symptoms, seek early diagnosis and treatment of a disease that is incorrectly believed to be incurable and highly contagious. "

The aims of the national programme are not only to reduce morbidity and mortality due to Tuberculosis in the UK and to reduce the chances of the disease being passed on to others, but also to ensure that the services for Tuberculosis fully meet the needs of patients. This means firstly prompt diagnosis and secondly, giving patients all the information and support they need to complete the treatment over many months.

Top