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American Oncology Institute launches #TheExtraordinaryCareGiver campaign as tribute to oncology nurses

Our Bureau, Bengaluru
Tuesday, May 14, 2024, 16:10 Hrs  [IST]

American Oncology Institute (AOI), one of the leading and fastest growing multi-disciplinary oncology network in South Asia, has launched its International Nurses Day Campaign #TheExtraordinaryCareGiver in conjunction with Oncology Nursing Month.
The campaign spotlights the patient centricity, emphasizing oncology nurses' commitment to understanding the needs of cancer patients. It showcases the invaluable contributions of oncology nurses in alleviating the emotional and physical burdens experienced by cancer patients, while instilling positivity in them and their families. This initiative encapsulates how nurses bring positivity to patients and redefine 'Cancer Care'.
In union with this campaign, AOI released a digital film titled #TheExtraordinaryCareGiver, highlighting the exceptional aspects of oncology nursing. This series delves into a relationship-based, patient-centric approach tailored to the unique needs of each patient. The coping mechanisms employed by oncology nurses during the challenging moments of separation and loss, allowing them to continue providing compassionate care to other patients. Through this campaign, AOI aims to highlight the significance of delivering compassionate care and support to alleviate the daunting journey of cancer for patients and their families.
In tandem with the campaign, AOI organized a series of above-the-line (ATL) and below-the-line (BTL) activities across its 16 units in India. This campaign resonates with the central campaign ideas of #AOICancercare and #Wejourneywithyou, reaffirming AOI's commitment to accompanying patients every step of their cancer journey.
"Cancer diagnosis often triggers a whirlwind of emotions, including fear, sadness, anxiety, and depression, for patients and their families," says, Saino Thomas, group chief nursing office, CTSI, South Asia.
"Oncology nurses provide crucial mental and emotional support throughout the cancer treatment journey, forging deep connections with patients from their first day of treatment. By recognizing and celebrating the invaluable contributions of oncology nurses, we hope to inspire others to join us in making a positive difference in the lives of cancer patients,” said Thomas.
According to the Oncology Nursing Society, oncology nurses provide care to approximately 1.7 million new cancer patients each year in the United States alone. A survey conducted by the American Cancer Society found that 95% of cancer patients value the emotional support provided by oncology nurses throughout their treatment journey. Data from the World Health Organization indicates that cancer is the second leading cause of death globally, underscoring the critical role of oncology nurses in supporting patients through their cancer experience said AOI.


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