#CervicalCancer

HEALTH

Sexually active? Read this.

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By Nickky Faustine P. de Guzman, Reporter

Cervical cancer can happen to any woman who is sexually active, and women are becoming sexually active at a younger age. The good news is that it is easily preventable.

Cervical cancer is most often the consequence of an infection with the human papillomavirus (HPV). Cervical cancer happens when “abnormal cells in the cervix — the entrance between the vagina and uterus — grow big. It is caused by the persistent infection with HPV,” said Dr. Leah Manio, GlaxoSmithKline (GSK) Medical Affairs Manager, and a specialist in high-risk pregnancy. She was speaking at a press conference about a cervical cancer awareness campaign on May 23.

Cervical cancer is not hereditary. “Unlike breast cancer that is, in some cases, caused by genes, cervical cancer is caused by exposure, meaning, the transmission of the virus by penetration or skin-to-skin genital contact,” she said.

There are two kinds of HPV: low grade (this causes warts) and the high grade (this causes cancer). But then, it doesn’t necessarily mean that if a women gets HPV she’ll automatically get cancer, “It depends if her immune system is strong,” said Dr. Manio.

Unfortunately cervical cancer has no signs and symptoms in its early stages. At later stages there are symptoms including irregular bleeding between periods; abnormal bleeding after sex; pain in the back, legs, and pelvis; weight loss; vaginal discomfort or odorous discharge; and a single swollen leg.

Cervical cancer is no respecter of age. “You can still get cervical cancer at 55 years old and beyond,” said Dr. Manio. And sexually active Filipinas are getting younger: they often start having sex at 15 — this means infection with cervical cancer-causing HPV happens at an equally younger age. Studies say the incidence of HPV infection is highest at ages 15 to 19.

Engaging at sexual activity at a young age is one of the risk factors in getting cervical cancer. The other factors are: having multiple births; having a weak immune system; smoking; having or having had a sexually transmitted disease; and having rarely taken, or not yet had, a Pap smear test, a screening procedure for cervical cancer.

MISCONCEPTIONS
Many women are reluctant to have a Pap smear because they think it is painful.

Dr. Maria Julieta Germar of the Society of Gynecologic Oncologists of the Philippines said that only 9% of the 28 million Filipinas at risk of getting cervical cancer have had a Pap smear.

“It’s a small number,” she said, disappointed.

She attributes this to two major factors: there is no national program for Pap smear testing, and the misconceptions about the test. She said Pap smear does not hurt (“if the head of a baby can get through [the vagina], why not a smaller device?”) and besides, one can ask for a smaller sized speculum, a device used to widen the vagina, to be used during the test.

Some people believe that cervical cancer is a result of poor hygiene. It is not. Swimming in public pool or using a public toilet also do not cause cervical cancer said Dr. Germar.

While condom use may prevent pregnancy, it only “partially protects against HPV transmission,” she added.

Cervical cancer also isn’t necessarily synonymous with promiscuity because doctors said women can get the disease even if they have just one steady partner.

VACCINATION AND SCREENING
The doctors couldn’t overemphasized that prevention is better than cure. The best way to prevent cervical cancer is through screening and vaccination.

While the cost of HPV vaccination depends on the doctor or hospital, a shot is at least P2,500 — full coverage comes with three shots, the second taken a month after the first, and a third six months later. No booster is needed. Girls aged nine to 14 should get two shots before they become sexually active. Women over 21 are required to get three shots and should also have an annual Pap smear.

The risk of persistent infection with cancer-causing HPV increases with age, and is highest when a woman is over 66 years old.  Thus, screening is recommended starting age 21 to detect cervical abnormalities that lead to cervical cancer. Vaccination, studies say, remains beneficial for older women to prevent HPV infections.

IT CAN HAPPEN TO ANYONE
One reason why women do not get Pap smears and don’t get vaccinated, said the doctors, is because they do not believe it can happen to them.

One of these women was Rose Manzano, the mother of celebrity Andi Manzano-Reyes.

Ms. Manzano said she exercises and eats right, “so the Big C came as a surprise. My world crashed.” She was diagnosed with stage one cervical cancer in 2013. She did chemotherapy every day for two and a half months. “It was draining,” she recalled.

Now that she’s cured, she urged all her four daughters to get vaccinated.

Also present on the press conference was Abbygale Arenas-de Leon, a member of the Brave Heart Coalition of the Philippines, which aims to have a cervical cancer-free Philippines. Ms. De Leon had her vaccinations in 2007, and, through word of mouth and her organization, helps in disseminating information on the importance of the treatment.

“We should remember three letters and three words: 2-80-7 and A,S,V,” she said.

• 2 — because cervical cancer is the second leading cause of death among women in the world.

• 80 — because 80% of the Filipinas are susceptible to getting cervical cancer

• 7 — because seven out of 10 women who get cervical cancer will die from it.

She encourages ASV: awareness, screening, and vaccination.

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'Go Play' before classes start

GOING OUT

‘Go Play’ before classes start and the rainy season sets in

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By Nickky Faustine P. de Guzman

A day before Independence Day and two days ahead the official opening of classes, go out and enjoy the freedom to unwind. Have some clean fun on June 11, a Saturday, with silly sports, swinging balls, mysteries, and selfie opportunities.

Inflatable Play Area

“Think of it as one giant arcade,” said Runtertainment’s Judy Malabanan at the press launch of Alviera Go Play on May 27.

The event is a joint project between SandBox and Runtertainment, Inc., the company that conceptualized such unusual mass entertainment as Outbreak Manila, a fun run with zombies; Breakout Philippines, a problem solving game for adults; and SlideFest Philippines, the country’s biggest water slide festival.

Go Play takes its inspiration from hit TV game shows like Wipeout,Takeshi’s Castle, and Gladiators — with a twist. There are 15 activities to join ranging from Sumo relay and binocular basketball, to wacky karaoke and human foosball.

To beat the heat, there’s a water obstacle game where players must avoid giant balls to get to the end. Aside from the physical challenges, there are also mental games like a mini version of Breakout Philippines. To add to the fun, a foam party will be held every hour with DJs spinning the latest anthems.

Visitors enjoying the Foam Bash

“We are all about memorable moments, big laughs, and teamwork. Go Play offers [the] young and old a fun-filled festival atmosphere of games, music, food, drinks, foam pits, and lots of selfie opportunities,” said Angelo Cruz, Runtertainment managing director in a statement.

Go Play will be held inside SandBox, a two-hectare outdoor playground for kids and kids-at-heart in Porac, Pampanga. Its most famous attraction is the country’s tallest swing, the Giant Swing, which is 10 meters above the ground. Go Play attendees are entitled to discounted tickets to SandBox attractions like the Giant Swing, the Aerial Walk, the Adventure Tower free fall, wall climbing, and the Avatar One roller coaster zip line.

SandBox is one of the features found within Alviera, an Ayala Land development in partnership with Leonio Land. The 1,125-hectare mixed-use development is envisioned to become “a regional growth center of Central Luzon,” with residential communities, commercial establishments, academic institutions, and offices.

“Think of it as the Nuvali of the north,” Jomi de Guzman, Alviera project development manager told BusinessWorld.

Agawan base — Zorb Edition

Nuvali in Sta. Rosa, Laguna is also a project of Ayala Land.

The 200-hectare Alviera Phase 1 is set to be completed in 2018 said Mr. De Guzman. Upcoming developments include the country club and the industrial park, which will open next year. Holy Angel University and Miriam College meanwhile are set to start operations within the next five years.

Porac, Pampanga, thanks to North Luzon Expressway and Subic-Clark-Tarlac Expressway integration, is now an hour away from Metro Manila, two hours away from La Union, two and a half hours away from Baguio, 40 minutes away from Subic, 20 minutes away from Angeles and San Fernando, Pampanga, and five minutes away from Clark.

For tickets and information to Alviera Go Play, visit www.goplayph.com.

MARKETING

Tryvertising: The beauty of trying before buying

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By Nickky Faustine P. de Guzman

BEAUTY PRODUCTS COME with a price, but not with a warranty. Unlike gadgets and gizmos or appliances and clothes, vanity items, once bought, are considered sold, regardless of whether the lipstick suits your skin tone or the toner causes breakouts.

But thanks to the beauty of technology and social media — plus a good marketing strategy — a makeup fiend’s nightmare can turn into a pretty reality, thanks to “tryvertising.”

“Tryvertising” is simply trying before buying. According to The Guardian, the practice started with those free little bottles of shampoo in hotels or on cruise ships, in the manufacturer’s hopes that guests will try them and associating the product with a good holiday feeling.

“Tryvertising” may be a better marketing strategy than getting celebrity ambassadors because power and communication are given directly to the consumers. In the Philippines, “tryvertising” works well with online communities because people like sharing their reviews or rants on social media or blogs. And whether they’re shopping for the latest and best shampoo or a hotel room in Cebu, many consumers today always consult the Internet.

Google calls this deliberate, online decision making the “Zero Moment of Truth” (ZMOT). The old mental model of marketing assumes three stages: a stimulus (e.g., a commercial), the first moment of truth (when the consumer sees the product at the point of sale), and the second moment of truth (when the consumer actually experiences the product). In 2011, Google said its research showed there was a zero moment — the point at which shoppers today do research, read reviews, look for deals, and learn about alternatives, all before they even get to a store.

Tapping into the ZMOT is how Sample Room (www.sampleroom.ph) was born.

“We risk purchases. We gamble on full-size products and then don’t like them the next day. It’s thousands of pesos down the drain,” said Sophie Uy, one of Sample Room’s founders, at a gathering of social media and beauty influencers on May 19.

“We want to be part of the decision-making,” she said.

Established in 2012, Sample Room is the first sampling site in the Philippines. Besides Ms. Uy, the founders are Katherine Sy, Nathalie Toh, and Diana Ong, who said that like many girls, they get frustrated when their beauty purchases do not meet their expectations.

With 390 (and growing) beauty and health products to choose from and almost 50,000 users to write reviews, it’s almost an assurance that the ratings come from honest and unpaid user-consumers, who seek products that suit their needs.

HOW IT WORKS
Once you register, you automatically get 100 points, which you can use to score three sample products. The prices range from 15 to 1,000 points, depending on the item and brand. For instance, bar soaps cost 15 points while moisturizers are 50.

Everyone is required to give a review — good or bad — so they can grab three other sample products again. Rate and review the items and re-earn points.

The system is a cycle. But, if you want to fast-track gaining points, VIP membership is at P649 for an instant purchase of 1,000 points.

The goodies are free, but the shipping fee is P100 (Metro Manila) or P150 (outside Metro Manila). The freebies may come in sachets or sometimes in full-size packages, like for BB creams, lipsticks, and mascaras.

“I read each comment one by one,” said Ms. Ong, the group’s review moderator. She said the site accepts reviews, both good and bad, but she has to check them for foul language.

“Even if the review is negative, we approve of it, as long as it’s not bashing,” she said.

Majority of the bad reviews entail allergic reactions to chemicals, which is case-to-case — but after all, finding this out for yourself is the benefit of getting to try before you buy.