Apollo Cancer Centres Rolls Out ‘Check O Late!’ Drive to Boost Early Cancer Detection

In a distinctive effort to reshape public perception around cancer and promote early screening, Apollo Cancer Centres, Hyderabad, launched its awareness initiative “Check O Late!” on the occasion of National Cancer Awareness Day. Inspired by dark chocolate — symbolising the fear and uncertainty often associated with cancer — the campaign highlights that knowledge and early diagnosis can transform fear into hope.

The programme commenced with an introduction by Dr. K. Shilpa Reddy, Consultant Radiation Oncologist, followed by a welcome address from Dr. P. Vijay Anand Reddy, Director, Apollo Cancer Centres.

Ms. Shikha Goel, IPS, Director General, Vigilance & Enforcement Department, graced the event as Chief Guest, while Dr. Vanitha Datla, Vice-Chairperson & MD, Elico Healthcare Services, attended as Guest of Honour.

“Apollo has always believed that early detection is not only a medical advantage but a social responsibility,” said Dr. Sangita Reddy, Joint Managing Director, Apollo Hospitals. “Through ‘Check O Late!’, we want to make screening a natural part of preventive healthcare for every Indian.”

Senior oncologists, including Dr. Sai Lakshmi Daayana, Dr. Rekha Bansal and Dr. Rashmi Sudhir, shared expert insights underscoring the life-saving role of routine screening. The platform also featured emotional testimonies from cancer survivors, reinforcing the value of timely diagnosis.

A symbolic “Check O Late” box was revealed at the event, followed by the launch of a QR-based awareness film. “Dark chocolate represents the perceived bitterness around cancer — but with awareness, the bitterness fades,” Dr. Shilpa Reddy said.

Dr. Vanitha Datla presented special campaign boxes to doctors and urged the public to prioritise early screening. “Proactiveness saves lives — I’ve seen it firsthand,” she added.

Chief Guest Ms. Shikha Goel applauded the campaign’s creative approach, noting, “Awareness remains the strongest tool in our fight against cancer.”

Mr. Tejasvi Rao Veerapalli, CEO, Apollo Hospitals, Telangana Region, emphasised community participation. “Innovative public engagement can dismantle fear around cancer. When people act early, we save more lives,” he said.

The event concluded with remarks by Dr. Nikhil Ghadyalpatil, reaffirming Apollo’s sustained commitment to preventive oncology and community education.