New Delhi, March 11th, 2020: PAYBACK India, the country’s largest multi-brand loyalty program, extends support to ‘YouWeCan’ Cancer Foundation to aid the treatment of children suffering from cancer. The foundation, an initiative by ace cricketer Yuvraj Singh, works extensively on cancer control in India through cancer awareness programs, cancer screening centers, treatment support and survivor empowerment.

Talking about the partnership with ‘YouWeCan’ Foundation, Mr. Ramakant Khandelwal, CMO, PAYBACK India, says, “We are pleased to be part of this noble initiative by Yuvraj Singh. We have seen the spirit behind YouWeCan foundation, its impact on the people, and we hope our support will further strengthen the efforts. Through this partnership, we want to support the fight against cancer, especially for children, who are the future and have the right to live a deserving life.”

This partnership deepens our relationship with cricketer Yuvraj Singh, who was roped in as PAYBACK India’s brand ambassador in 2019.

On having PAYBACK India as partner support, Yuvraj Singh, cricketer & founder, YouWeCan Foundations, said, “I'm very happy that PAYBACK has partnered with us to support the cancer treatment of children from underprivileged backgrounds. This will go a long way in strengthening the fight against cancer in India. I hope that more corporates come forward and join us in our mission to build an India which is empowered to defeat cancer."

The YouWeCan Foundation organises regular awareness programmes in rural areas with a focus on oral, breast and cervical cancers in addition to providing tobacco-cessation counselling. Also, for cancer screening, there are district-level community health centers. There are anti-tobacco workshops organised in corporate, colleges, community centers and hospitals across the country.

The foundation runs a Treatment Fund for Pediatric patients, providing financial assistance to underprivileged families with a household income of up to Rs 2 lakhs per annum.

In India, it is estimated that over 50,000 children are diagnosed with cancer each year. Moreover, the mortality rate for cancer in India is an estimated 4x – 6x higher than the USA and UK, mainly due to lack of awareness, stigma, late diagnosis, poor access to care and high cost of treatment. The average cost of cancer treatment in India is between Rs 4-6 lakhs, and over 85% of the population does not earn that much annually.