AOI unveils #TheExtraordinaryCareGiver Campaign as Tribute to oncology nurses
IMT News Desk
The campaign spotlights patient centricity, emphasising oncology nurses' commitment to understanding the unique needs of cancer patients
American Oncology Institute (AOI) has launched its International Nurses Day Campaign #TheExtraordinaryCareGiver in conjunction with Oncology Nursing Month. The campaign spotlights patient centricity, emphasising oncology nurses' commitment to understanding the unique 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, allow 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 organised 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.
