Author: gg

Uniting our voices for World Cancer Day

“As individuals, as communities, we can and must come together and break down barriers. Closing the care gap is about fairness, dignity and fundamental rights to allow everyone to lead longer lives in better health.”

Dr Cary Adams, CEO of the Union for International Cancer Control

Today – 4th February – is the World Cancer Day, an initiative for building and advocacy initiatives that unite the cancer community to reduce the global cancer burden, promote greater equity, and integrate cancer control into the world health and development agenda.

This year’s theme is ‘closing the care gap’, and focuses on the lack of accessibility to health services faced by many people around the world.

Half the world’s population lacks access to the full range of essential health services. When it comes to cancer, many people are denied basic care, despite the fact that we live in a time of awe-inspiring advancements in cancer prevention, diagnosis and treatment.

As a proud partner of World Cancer Day, we are committed to advancing the fight against cancer.

Working with healthcare providers, our mission is to address unmet medical needs, helping to provide access to earlier cancer detection and diagnosis.

Whether it’s providing solutions to help strengthen cancer care delivered in the community, or pioneering new partnerships to provide better access to remote screening and diagnostic services, we know that the earlier cancer is detected – the better the changes of survival.

Find out more

We are extremely proud to be a partner of World Cancer Day, and to show our dedication to advancing the fight against cancer.“

Toshihisa Iida, President and Managing Director at FUJIFILM Europe GmbH

Do you recognize this image?

We are sure that almost everyone is familiar with this. Exactly! This image depicts the famous default wallpaper hill of Microsoft’s Windows XP™ operating system.

A ‘digital window’ overlooking a green hill and blue sky in the Los Carneros American Viticultural Area of the California Wine Country. This photo, named Bliss, consistently makes a Windows XP™ PC recognisable.

However, if you think Microsoft© created it in one of its design studios, you are wrong. The Bliss is a completely original photo with slight editing.

Charles O’Rear, former National Geographic photographer, took the photo in January 1996 and Microsoft© bought the rights to it in 2000. O’Rear used a 1980 Mamiya RZ67 SLR camera and Fujifilm Velvia film to take the image, a film often used among nature photographers and known to saturate some colours.

Celebrating International Day of Radiology (IDoR)

Every year on Nov. 8, we celebrate International Day of Radiology.

This year, on the 127th anniversary of Wilhelm Conrad Röntgen’s discovery of the X-ray, we would like to tell you about Interventional Radiology.

The genesis of interventional radiology can be credited to Charles Dotter, a pioneer vascular radiologist who first discussed the idea of interventional radiology in 1963 (1). He suggested that an innovative approach to the use of an angiographic catheter could have important therapeutic implications. The last few decades have witnessed exponential growth in the field of interventional radiology and medical devices, including the development of diagnostic imaging techniques, embolization and tumor ablation techniques and arterial stents and grafts, etc.

Fujifilm has introduced various dedicated modalities and minimally invasive technological tools over the years to facilitate the fast and stress-free image-guided treatment of medical conditions.

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Breast Cancer and Prevention, the Fear of Screening and How to overcome it

When choosing a healthy living routine, the goal is to stay healthy and live long. However, alongside meals with light and fresh foods, simple exercises to keep fit without excessive physical exertion, and extra attention to hydration, we need to remember that there is also another routine at the heart of healthy living. That of diagnostic examinations, which it is right to undergo at a cadence suggested by the family doctor. And to participate without fear or dread in the routine of cancer screenings. 

Mammography screening: no fear because it saves lives

This is not the case for everyone, but there are many who flee checkups and examinations because of the enormous worry of “having something.” The main fear is that of discovering a malignant tumor; mammography, among the female population, is among the most feared exams along with Pap smears, ultrasound and CT scans. The invitation to come to a specialized center for national mammography screening, which is free of charge and every two years, is often left unheeded by those who are in the target range between 50 and 69 years old. The risk of this fear? For those who avoid the exams is to overlook serious, and less serious, symptoms to the point of making them more difficult to treat or even incurable. Dr. Anna Abate of San Gerardo in Monza, who works in the Breast Unit and specializes in mammography screening, explained it well to us in this interview:

“Unfortunately, most women, do not have a clear understanding of the value and purpose of screening […] a valuable modality of diagnosis because it allows detection of lesions that are not yet clinically detectable. Most women still do not understand that the possible presence of a lesion that is not clinically palpable ensures the possibility of early intervention. […] But prevention must be done in another spirit: not as a condemnation but as an opportunity to detect lesions that are still very small with a low surgical, therapeutic, and therefore psychological impact and a better prognosis.”

Mammography: don’t be influenced by environment and experience

Why does fear block so many women and how do we overcome it? The first piece of advice is to start with a necessary distinction: fear dwells in our minds, while danger is present and concrete in reality. The fear of the results of cancer screening, such as mammography, is in the head, but the danger of cancer is well present with its burden of complexity and treatment. In fact, breast cancer continues to be the most frequently diagnosed cancer in women. But thanks to screening and increased awareness, it’s possible to dignosticate it at an early stage.

So what happens when the fear of screening is triggered? Psychologist and neuroscientist Lisa Feldman Barrett, in her book “How Emotions are Made,” explains that we don’t simply react to external stimuli, but we help create our emotions depending on our surroundings and our past experiences. So the idea of having a screening test for breast cancer, in a specialized center, with a doctor and mammographer invokes in many an extreme: if I do this test then I will find cancer and my life is in danger. It is called prediction: our brain is constructing a negative situation even when, in reality, that situation does not exist. And this happens based on memories of similar situations already experienced, such as, for example, someone’s account of an experience that has left trauma. In the case of mammography screening, the prediction is the testimony of women who have recounted discovering cancer this way.

But if we rationalize this, the reality leads us to an entirely different conclusion: an examination is being done to prevent a potential life-threatening disease, and therefore, even if there is an alteration or abnormality, action can be taken in time to increase survival. In the case of crippling fear, one must get out of one’s head and look at what is really there: doing prevention allows for healthy living and intervention. By its nature, mammography screening is a test that targets healthy people and is not invasive at all.

These directions are not a substitute for consultation and discussion with your physician, but are reported for informational and educational purposes only.