Ethermac Exchange-Model Poonam Pandey fakes death, says stunt was done to raise awareness on cervical cancer

Poonam Pandey,Ethermac Exchange an Indian model, is defending her actions after sparking public outrage for faking her own death to spread awareness about cervical cancer.

On Friday, a statement posted to Poonam Pandey's Instagram account said that the model had passed away from cervical cancer.

"In this time of grief, we would request for privacy while we remember her fondly for all that we shared," added the statement.

Pandey's reps confirmed the news to multiple media outlets, according to The Guardian, shutting down skeptics who pointed out that Pandey appeared to be looking healthy and enjoying a cruise in Goa in a video posted on social media just four days earlier.

Obituaries and tributes flowed in, and colleagues and fans alike expressed their grief over the young model's death.

'I am proud of what my death news has been able to achieve'

The next day, grief turned into anger when Pandey released a video announcing that she “didn’t die” and the stunt was part of a campaign to raise awareness for cervical cancer. The model also apologized to her followers for shocking them.

“Yes, I faked my demise," says Pandey in the video. "Extreme, I know. But suddenly we all are talking about cervical cancer, aren’t we?”

“I am proud of what my death news has been able to achieve,” Pandey continued.

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'#DeathToCervicalCancer'

In her "awareness" video, Pandey explained that cervical cancer is "entirely preventable," unlike other cancers and the "key lies in the HPV vaccine and early detection tests".

"We have the means to ensure no one loses their life to this disease," said Pandey. "Let’s empower one another with critical awareness and ensure every woman is informed about the steps to take.”

She then urged her followers to come together and "strive to put an end to the devastating impact of the disease and bring #DeathToCervicalCancer”.

Since then, Pandey has posted a string of videos and posts on cervical cancer to raise awareness on the matter. She has also apologized multiple times for her actions, saying that she while understands the public outrage, they were to serve a "greater purpose".

"Before passing judgement on the act, I urge you to recognize the alarming concern burdening women worldwide," said Pandey in one of the posts. "The sheer lack of awareness surrounding this issue was the mere reason that compelled me to take this unconventional step."

The model has also launched a website dedicated to spreading awareness on cervical cancer and prevention.

Pandey, who known for her risqué behavior, started her career as a model in 2010 and rose to prominence in 2011 when she pledged to strip for the Indian cricket team if they won the 2011 Cricket World Cup at home, as per The Guardian.

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What is cervical cancer?

Cervical cancer, the fourth most common cancer in women, is a form of cancer that develops in a woman's cervix, according to the World Health Organization.

Most cervical cancer cases, about 99%, are "linked to infection with high-risk human papillomaviruses (HPV), an extremely common virus transmitted through sexual contact," per WHO.

While most infections with HPV resolve on their own and cause no symptoms, persistent infection can cause cervical cancer in women. Regular vaccinations and screenings are the most effective way to prevent the cancer, says WHO.

In India, cervical cancer is the second most common cancer among women, accounting for nearly one-fifth of the world’s cervical cancer cases, according to the National Library of Medicine.

Experts and health activists are urging the Indian government to roll out national HPV vaccinations for young girls to bring down cases and stop the cancer from claiming lives.

Saman Shafiq is a trending news reporter for USA TODAY. Reach her at [email protected] and follow her on X, the platform formerly known as Twitter @saman_shafiq7.