|
INTERVIEW
Fight against cancer
Purnima Sharma In 2013, when the Dubaibased
Premi Mathew met
seven-year-old Dylan who
was sporting long tresses at
a wedding in her family
home in Kerala, she was
intrigued. "Since he was visiting from
the US, I thought maybe he was
making some kind of a hippie-like
fashion statement," she remembers.
Only, Dylan wasn't doing anything of
the sort -- he was growing his hair to
donate it to a society that makes
good-quality wigs for those cancer
patients who can't afford them.
The 53-year-old teacher of
marketing at a college in Dubai was
suitably inspired set up Hair for Hope, a campaign that encourages
people to donate hair. It became a
subsidiary of her 'Protect Your Mom'
campaign that urges young children
to regularly remind their mothers to
check for lumps and early signs of
breast cancer and going to the
doctor's for an annual checkup. Tell us about your journey with cancer awareness...what inspired you to take it up? Cancer is that dreaded word that no one wants to even think about. And it is only when it hits you or someone in your family that you realize that it is not something that happens only to others. And, seven years ago, it hit a family-member of mine. And that is when I realized that cancer can happen to anyone at any age. In fact, around 1/8 ladies are at risk and close to 500,000 of them die every year just because they ignore the early signs of cancer. These details came as a shock and I decided that I needed to act and do something about it – and start by creating awareness about its early signs so that it can be controlled at the initial stages itself. So, that's when you started with the Protect Your Mom (PYM) campaign. Tell us more about it… I was working as a faculty member teaching marketing at an institute in Dubai when it occurred to me that instead of making students work on a research on some mythical problems, we could actually do a study on why mothers don't do a mammogram? And the results were interesting – we found that this was a result of so many factors such as belief in one's destiny or fate, embarrassment in consulting a male doctor, etc. In fact, the biggest problem is our culture – that is what bogs us down and often stops us from taking timely action. Meanwhile, I was also doing a research on facebook and so thought it would be a good idea to start a campaign on this social networking site, to spread awareness. PYM works mainly through children -- how did the idea of targeting kids for this cause come about?
Yes, we decided that getting
children become aware of such
possibilities would work. So PYM
campaign was started to make
students pester their moms to check
for lumps and early signs of breast
cancer. The campaign targets
students for three reasons: one, they
grow up to be more informed adults.
Two, mothers are
unlikely to screen
out kids unlike
doctors and
official sources
and, three,
students can be
reached through
social media at
zero cost. In 2013, you started with the Hair for Hope campaign in which people donate hair that is made into wigs for those who lose hair because of chemotherapy. In a country like India where hair is associated with women's beauty, was it difficult asking women to part with their long hair? In 2013, when I started this
campaign, it was pretty tough to sell
this concept and create awareness
especially without funds and
sponsors. But slowly, it picked up
because many of those whose family
members had cancer started coming
forth to help. Have you had any angry parents come to you about their d a u g h t e r s cutting off to donate their long tresses? Not really, although we see so many young girls taking the courage to donate hair in a country where length of hair is a measure of a woman's beauty. Though some confess to have even risked divorce, social ostracism, and of course, family wrath to do it, but their dedication for the cause was greater. Another interesting part of your campaign is that boys are growing their hair to donate it. How did this happen? Let me tell you that the entire campaign was actually inspired by a boy -- six-year-old Dylan -- who grew his hair for four long years to donate it. The list has since been growing -- now we have a man who has donated his hair thrice after growing it each time to the required length of 38 cms. I admire their determination particularly because young men have to face plenty of social ire not just on the familial front but even on the professional front – many even risk their jobs – for their belief in this cause.
Here, I must mention that this year
11 boys from a school in Dubai grew
their hair for one whole year to
donate it – my appreciation for them
as it takes a lot of determination and
perseverance to grow hair in the
sweltering heat, especially since they
need to take part in sports activities
too. But at the end of
the day, these
youngsters felt happy
about making a
statement – and giving
support to cancer
patients. Instead of just
going pink they were
happy to do something
really meaningful.
A lot of events are
being organized in
cities, especially in
malls and also in
colleges. What
response is it
garnering?
The response is
amazing. The
organizers work to
create awareness and at a specially
organized event, some donors' hair is
cut off in full public view to a lot of
encouragement and cheer. This has
sometimes inspired others to make
an on-the-spur-of-the-moment decision to donate their hair. Even
when I may personally not be present
at such events, I feel so humbled and
it feels so great to work with people i
have never met and who are yet
helping me out. We generally offer them to
patients who can't afford to buy
from the market – a good quality
wig is sold for around Rs 15,000-
20,000. You should see the
happiness on the
faces of not just the
patients but also
their families. I
remember our first
wig was given to this
lady who eventually
died – she used to
feel so happy with
her wig that she
wanted to be buried
wearing it. |