In the words of Christopher Reeve, ‘Once you choose hope, anything is possible’. With the similar passionate spirit, a team of medical professionals collaborated with students at Institute of Administrative Sciences (IAS) to raise awareness towards a chronic illness of cancer. With the notion of ‘Walk the Talk’, students, faculty and staff organized and participated at the Cancer awareness walk at PU. The objectives were twofold; primarily to create awareness about the lifestyle causing cancer and secondly to raise funds for the treatment of cancer patients at Cancer Care Hospital that is under construction in suburbs of Lahore. The alarming statistics of diagnosed cancer cases in Pakistan on annual basis are 200,000 whereas, only 30,000 patients get treated. This is due to non-availability of enough medical service for cancer patients. Since the mission of the hospital is to provide free treatment for all patients diagnosed with cancer, therefore, hefty funds are required to serve this cause. The whole campaign was planned by the students of BS Management (14-18) as a part of their term project under the course of Social Media Marketing. They were greatly supported by their course instructor, Mr. Asad Awan & Prof. Dr. Nasira Jabeen- Dean Faculty of Economics & Management Sciences & Director IAS. Prof. Dr. Areesha Zaman – Chief Medical Physicist at INMOL and Dr. Nazish Faisal from Cancer Care Hospital & Research Center, Madam Sajida Nisar – Incharge Director Institute of Business Administration and other faculty and staff joined the walk.

In the following week, students have also arranged a lecture at IAS by the renowned oncologist Prof. Dr. Shaharyar on ‘lifestyle causing cancer’ to raise awareness for prevention against this deadly illness. Cancer Care offered Hospital representatives offered to set up free mammography units at two different venues at the Punjab University for females to detect early stage cancers for prevention purposes.

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