Digital agency Schbang has openly admitted to orchestrating a recent "fake death" stunt featuring model and actor Poonam Pandey.
The unconventional move, intended to raise awareness about cervical cancer, has ignited a substantial debate regarding the ethics of employing such tactics in public health campaigns.
Following the criticism, Schbang posted on Instagram to formally apologize. The organization apologized for what it had done, mentioning those who had experienced or witnessed the difficulties brought on by cancer . In addition to expressing their sincere regret, the statement highlighted their participation in the Poonam Pandey campaign to raise awareness about cervical cancer in association with Hauterfly.
The Instagram statement from Schbang reads, "Yes, we were involved in the initiative for Poonam Pandey to spread awareness about Cervical Cancer in collaboration with Hauterfly. To start off, we would like to extend a heartfelt apology - especially towards those who have been triggered as a result of having faced/having a loved one face the hardships of any kind of Cancer."
"Our actions were driven by a singular mission - to elevate awareness about Cervical Cancer. In 2022, India registered 123,907 Cervical Cancer cases and 77,348 deaths. After Breast Cancer, Cervical Cancer is the second-most frequent malignancy affecting middle aged women in India,"it says.
When Ms. Pandey's manager first announced her death, many people were shocked. The news, however, was disproved by the Instagram clarification that followed, exposing the announcement's constructed nature. The information revealed that the complex stunt was an original attempt to raise awareness of cervical cancer, a disease that is often overlooked.
Taking to Instagram to set the record straight, Ms. Pandey stated, "I am alive. I didn't die of cervical cancer. Unfortunately, I cannot say the same about the hundreds and thousands of women who have lost their lives due to cervical cancer." Her statement highlights the gravity of the issue while emphasizing the unconventional method chosen to address it.
Ms. Pandey's activities have drawn severe criticism on social media, despite the fact that they were meant to raise awareness. People have criticized her for taking such steps and accused her of "faking her death" in order to gain attention. The negative response highlights the question of how well these non traditional approaches work for treating major medical conditions.