Sanjeevani Launches ‘The Pink Tag Project’, Turning Everyday Moments Into Life-Saving Reminders

Udaipur : The third edition of Sanjeevani: United Against Cancer – a transformative initiative by Federal Bank Hormis Memorial Foundation, News18 Network, and knowledge partnerTata Trusts, launches The Pink Tag Project, a pioneering behavioral change campaign that meets women in their most personal, intimate moments to remind them that self-care is not a luxury – it is survival.

Talking about the initiative, M V S Murthy, Chief Marketing Officer of Federal Bank said, “At Federal Bank Hormis Memorial Foundation, we believe that real change doesn’t come from heightened campaigns.  it comes from interventions that whisper, consistently, intimately, and with empathy. The Pink Tag Project is a testament to the power of behavioral design. By partnering with local tailors and volunteers, we’ve turned a simple garment into a life-saving tool. This is not charity – this is empowerment. This is about meeting women where they are, in their daily lives, and giving them the agency to protect themselves. When self-care becomes routine, survival becomes possible. The Pink Tag Project, underlines the consistency of our approach to communities. Always for a reason, consistent and long term. “

“Working on the Sanjeevani initiative allowed us to do a deep dive into the behavioral aspects of people, particularly from the cancer screening perspective. Nobody has time to go for a screening, let alone women who barely manage time for their own wellbeing. That is when we discovered a moment when they would be alone and focused on themselves: when they’re dressing up. It’s an everyday moment. We knew that all we got to do is embed our life-saving messaging right there, for them to acknowledge self-care and to also do a quick self-check. The Pink Tag Project isn’t just a campaign; it’s a behavioral change effort presented as a simple garment tag. The initial response has been overwhelming – not because it’s flashy, but because it’s real, it’s relevant, and it’s woven into their lives, literally,” said Surojit Sen, Co-founder and CEO, Huddlers Innovation Private Limited.