Association of Physicians of India and Glenmark launch “Take Charge @ 18” campaign

Glenmark Pharmaceuticals launched the “Take Charge @18” movement at the Gateway of India. This Hypertension Awareness initiative emphasises the critical importance of early blood pressure monitoring beginning at age 18.

The Association of Physicians of India (API) has designated the 18th of every month as “Take charge at 18 – BP Screening Day” encouraging all adults to prioritise regular blood pressure checks to protect heart health. This collaboration is an effort by Glenmark and API to enhance hypertension awareness and diagnosis.

The movement was inaugurated with a two-hour 3D video projection at the Gateway of India, illustrating the critical importance of early blood pressure monitoring. This display served as a visual call to action, reinforcing the campaign’s commitment to raising awareness and educating people about hypertension.  The event was live-streamed, reaching over 1,00,000 healthcare professionals across various platforms. Glenmark aims to educate 10 crore Indians about hypertension through this initiative.

This campaign addresses a crucial gap in awareness regarding the appropriate age to begin blood pressure monitoring. Many young adults are currently at risk of developing hypertension and its life-threatening complications, including heart attacks, which have surged among Indian youth.

Glenmark’s comprehensive approach includes connecting approximately 1,00,000 healthcare professionals to emphasise the importance of early blood pressure screening among youth. The campaign has achieved notable milestones, including:

• 50 youth awareness programs: Targeting college students to stress the importance of early blood pressure monitoring.
• Digital outreach: Engaging over 10 million individuals through bpincontrol.com, social media, and influencer collaborations. 
• 900+ hypertension awareness rallies: Conducted nationwide in alignment with World Hypertension Month and World Heart Month.

Speaking about this campaign, Alok Malik, President and Business Head – India Formulations, Glenmark Pharmaceuticals, said, “In collaboration with the Association of Physicians of India (API), this campaign aims to leverage the expertise and reach of healthcare professionals to educate the masses on proper blood pressure management. By working together, we are equipping people with the knowledge and tools they need to handle their blood pressure effectively. If such habits are formed early, they can greatly assist in preventing future health issues and enhancing quality of life. Additionally, through our large-scale public educational outreach, both online and through on-ground events, we are ensuring that awareness about hypertension remains central to everyone’s health practices.”

This initiative is supported by recent data from an ICMR study, which indicates a hypertension prevalence of 35.5 per cent among Indians aged 20 and older, with urban areas showing rates as high as 40.7 per cent. One of India’s national health goals is to reduce the prevalence of high blood pressure by 25 per cent by 2025.