Media Release

Udupi, Nov 18: Shweta Mahabal S, a Department of Commerce student of Manipal University and Anita Shaji, PYM Brand Ambassadors organized a Pink dance where 3 men will go bald on November 16 in Manipal Greens. A boy shall go bald by donating 15 inches for Cancer patients and to create awareness about breast cancer. The event is in association with Rotract Club, Manipal and Manipal University .

Protect your Mom campaign (PYM) is a global campaign created by Premi Mathew former faculty of T A Pai Management Institute and Welcomgroup Graduate School of Hotel Administration, Manipal. If students can pester their Moms for iphones and ipads why can’t they pester them to keep themselves safe from breast cancer? Early detection is crucial since once cancer spreads it could be fatal. Ideally a mammogram has to be done every year after the age of 40 to detect breast cancer early but even a simple self exam could help detect cancer early. 70,000 ladies die in India alone just because they find breast cancer too late!

3 ladies and a man will be donating their hair to the sister campaign Hair for hope India launched by Premi in 2013 to encourage hair donations . Hair is converted into wigs and donated to chemotherapy patients. The campaign has already held over 20 events in Kerala , Bangalore,Mumbai and Chennai and inspired over 3000 donations without any funds. The campaign has also donated over 45 wigs directly and over 30 indirectly. Anyone can donate 15 inches (40cms ) of clean and dry hair . Wig makers are invited to support the campaign and help with production!

Protect your Mom Campaign

It is a campaign with a difference!
Where kids as young as 7 years campaign to create awareness about breast cancer!
And they probably know more than an average adult about the disease too!
Started as a marketing project without funds using only social media and PR the campaign has held events in UAE, India and even Canada, hit the headlines several times and has been converted into a case study.

Awareness about breast cancer is low in the eastern world. Most ladies ignore it till cancer spreads and becomes fatal. So PYM took an unusual route- through children. It makes kids as young as 8 pester their moms to check for lumps and early signs of breast cancer. Protect your mom campaign was started by Premi Mathew, a Marketing faculty to make the students pester their moms to check for lumps and early signs of breast cancer.The campaign targets students for three reasons.

1. They grow up to be more informed adults
2. Mothers are unlikely to screen out kids unlike doctors and official sources
3. Students can be reached through social media at zero cost