365telugu.com online news ,National, January ,20th,2026: In a significant move to combat the rising cases of breast cancer in India, the third edition of the ‘Sanjeevani: United Against Cancer’ initiative has launched a unique behavioral change campaign titled ‘The Pink Tag Project.’ This pioneering effort, led by the Federal Bank Hormis Memorial Foundation and News18 Network, along with knowledge partner Tata Trusts, aims to turn a simple daily routine into a life-saving habit for women across the country.
The Alarming Reality
Statistically, India faces a daunting challenge: a woman is diagnosed with breast cancer every four minutes, and one loses her life to the disease every eight minutes. Especially in rural areas and small towns, social stigma and a lack of awareness often lead to late-stage diagnoses. Caught in the whirlwind of domestic chores and family care, most women relegate their own health to the background.
Innovation Stitched into Fabric
The Pink Tag Project addresses this by introducing a small, pink-colored tag stitched inside everyday garments like blouses, kurtas, and innerwear. Placed discreetly next to the wash-care label, it serves as a persistent, private reminder for Breast Self-Examination (BSE) at the exact moment a woman is most focused on herself—while getting dressed.
ఇదీ చదవండి..జూబ్లీ హిల్స్లో తమ 20వ క్లినిక్ ‘లేయర్స్ ప్రైవ్’ బ్రాంచ్ ను ప్రారంభించిన లేయర్స్ క్లినిక్స్..
“Real change comes from interventions that whisper consistently and with empathy. By partnering with local tailors, we have turned a simple garment into a life-saving tool,” said M V S Murthy, Chief Marketing Officer of Federal Bank.
From Awareness to Action
The project is being promoted through a powerful short film narrated by acclaimed actor Sheeba Chaddha. The film captures the essence of the campaign—how a quiet reminder on a clothing tag can spark conversations between mothers, daughters, and grandmothers, eventually evolving into a community movement.
ఇదీ చదవండి..ఢిల్లీ, గౌహతిల్లో కోక్ స్టూడియో భారత్ లైవ్ మ్యాజిక్.. శ్రేయా ఘోషల్ ప్రదర్శనతో హోరెత్తిన స్టేజ్!
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Key Highlights of the Initiative:
- Normalizing Conversations: Local volunteers help break the silence around breast health, making the ‘Pink Tag’ a conversation starter rather than a cause for fear.
- Routine Integration: Unlike one-time seminars, the tag serves as a daily reminder, transforming awareness into a long-term habit.
- Empowerment: It equips women with the knowledge to perform self-checks without any financial burden or clinical equipment.
Sidharth Saini, COO of News18 Studios, emphasized that the project is not disruptive but “lived.” By embedding life-saving messages into daily life, the initiative aims to make early detection a natural habit rather than a forced task.
The campaign film is currently being showcased across News18’s broadcast network and digital platforms, aiming to reach millions of households to ensure that for Indian women, self-care is no longer a luxury, but a means of survival.