Sunrise Radio launches Stand Up To Cancer campaign
Sunrise Radio today has launched a month-long collaboration with Cancer Research UK, to encourage the Asian community to talk about cancer.
The West London-based national station is backing the charity’s Stand Up To Cancer campaign to get people talking about a subject which is often taboo in the Asian community. The month-long drive on the UK’s leading commercial Asian radio station, will involve musicians, celebrities and leading members of the community putting their names to the campaign. And – unusually – patients and survivors will share their personal stories on air. Singer songwriter Veronica Mehta will launch the initiative by sharing her own, very personal cancer story – the first time she has spoken publicly about her battle with the disease.
Tony Lit, MD of Sunrise Radio said, “This is a ground-breaking move for us. Talking about cancer is something some parts of the Asian community find hard to do. “So, we are dedicating September to supporting Cancer Research UK’s, ‘Stand Up To Cancer’ campaign to increase awareness about cancer and encourage people to talk openly about it. Having people like Veronica on board helps to make the whole subject more human and more approachable.”
The Sunrise initiative has won the backing of Sir Harpal Kumar, former Chief Executive Officer of Cancer Research UK. He said: “It’s not always easy for everyone to talk about cancer. But sharing our stories, our struggles and our successes, helps us get through an illness which affects one in two people. “Everyone can play a part in Standing Up To Cancer – by increasing awareness of different types of cancer, and raising money to help fund our life-saving research.
“I’d like to thank Sunrise Radio for opening up a door for the Asian community to talk about cancer and wish them the very best for their cancer awareness month. Together, we will beat cancer.”
Stand Up To Cancer is a joint campaign from Cancer Research UK and Channel 4. It culminates in a live TV show on October 26. The aim is to raise £20m this year to accelerate progress in life-saving research. SU2C takes developments from the labs and accelerates them into new tests and treatments for cancer patients who need them right now. The campaign is backed by a host of celebrities.
Natasha Patel, senior executive in Cancer Research UK’s Community Development Team, said, “This is a really welcome initiative from Sunrise Radio. They are reaching out to a community that finds it difficult to talk about cancer, even though it affects all of us.
“We hope that people will come forward, share their stories and experiences and raise funds, so that we can one day beat this disease.”
