MediBuddy, has unveiled an awareness campaign on cervical cancer that reframes how women’s health conversations are approached in the country. The campaign, #AskTheUnasked, is designed to provoke dialogue and encourage early action.
The film opens with a rapid montage, almost intrusive questions women hear through their lives—“Boards mein kitne aaye?” “Boyfriend hai?” “Shaadi kab?” “Bacche kab?”—layered over everyday noise and fast cuts. The rhythm abruptly breaks as the narrative pivots to a question that is rarely asked aloud: Could you be at risk of cervical cancer?
With a calm, direct tone, the film highlights a stark reality—in India, one woman dies from cervical cancer every seven minutes—not because it cannot be treated, but because symptoms are often normalised or ignored. It briefly spotlights commonly dismissed signs such as abnormal bleeding, pelvic pain, unusual discharge, and sudden changes in menstrual patterns.
With #AskTheUnasked, MediBuddy calls on families, partners, and communities to act before silence turns into risk. The campaign encourages starting conversations without discomfort and urges women to get vaccinated. If something feels off, it shouldn’t be dismissed or second-guessed—check symptoms and consult a doctor. Through the MediBuddy app, individuals can privately assess symptoms, book cervical cancer screenings, consult doctors, and access HPV vaccination—making prevention, early detection, and care simple, stigma-free, and accessible.
This campaign is conceptualised and produced by MediBuddy’s in-house creative team. The campaign video, titled #AskTheUnasked, runs for 2 minutes. The video will be amplified across the brand’s social media platforms.
Satish Kannan, Co-founder & CEO, MediBuddy, said, “With early intervention, cervical cancer has a 91% survival rate, yet far too many women in India reach care too late. This is not due to lack of medical solutions, but delayed action. HPV testing and Pap smear tests help detect early changes that can be treated even before they develop into cancer. HPV vaccination is recommended for not only young girls before the onset of sexual activity but also all women in the reproductive age group, as it can help prevent cervical cancer. Early detection can prevent nearly 70% of cases, yet these steps are still avoided due to hesitation and stigma. With #AskTheUnasked, MediBuddy is encouraging everyone to normalise conversations around cervical health, recognise early symptoms, support timely screening, and adopt prevention tools that already exist.”
