In a recent initiative, AFI (Arthritis Foundation of India Trust) has launched a new public service advertisement campaign aimed at building awareness and clearing myths around Arthritis and Joint Replacement. In this latest campaign AFI has taken the help of Ms. Sulbha Deshpande-the famous Marathi actor (Sulbha has acted in numerous Hindi as well as Marathi plays, movies and television serials). The campaign is aired across 18 channels in India in 7 languages namely Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi and Bengali.
AFI claims that this is a first of its kind initiative in public domain for arthritis. Dr. Sushil Sharma, Chairperson of Arthritis Foundation of India, said "The ad campaign highlights how Arthritis cripples the basic mobility of an individual and therefore impacts the whole family taking away their moments of joy… how it makes the patient completely dependent upon his/her family members and how it makes them all suffer… It leads to a conclusion that timely medical intervention and joint replacement surgery can help restore the joy of motion for the patient."
"In India due to our social structure and mentality, those suffering from arthritis tend to wait till the last minute before meeting the specialist. As a result of waiting, the joint degenerates further to a point where they end up trying many options but are unable to get relief from arthritic pain and immobility. Keeping this in mind the ad campaign also sends out the message that if you are suffering then you should not wait unnecessarily, rather you should consult a joint replacement specialist. He is the best person to advise what treatment is appropriate for you. With proper medical care, surgical interventions as required and a well-balanced lifestyle with appropriate food habits, arthritis can be managed well and the patient is able to overcome problems in mobility," added Dr. Sharma.
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