Archive · 20 Jan 2026
Sanjeevani Launches Pink Tag Project for Breast Cancer Awareness
The Pink Tag Project is a new campaign to help women remember to check for breast cancer.
Every four minutes, a woman in India is diagnosed with breast cancer, and many women, especially in small towns, don't talk about it or check themselves.
The project puts small pink tags with instructions for self-checks inside women's clothes.
When women get dressed, they see the tag and remember to check their breasts.
This helps them make checking a habit.
The campaign also trains local women to talk to others about breast health, making it easier for everyone to understand and act.
A short film about the project, voiced by actor Sheeba Chaddha, shows how the tags work and why they are important.
The goal is to make breast cancer checks a normal part of women's daily lives, so they can catch any problems early.
The Pink Tag Project is a behavioral change campaign launched by Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts to promote breast cancer awareness among women in small towns and villages.
Pink tags with self-breast examination instructions are stitched into garments like blouses, kurtas, and innerwear to remind women to check themselves regularly.
The campaign aims to normalize conversations about breast health, embed early detection into daily routines, and empower women to take action for their own well-being.
Local volunteers are trained to facilitate discussions about breast health, making the conversations safe and credible within the community.
A short film documenting the project, voiced by Sheeba Chaddha, is available across Sanjeevani's digital ecosystem, News18 Network's broadcast channels, and select streaming platforms.
- Who
- Federal Bank Hormis Memorial Foundation, News18 Network, Tata Trusts, and women in small towns and villages
- What
- Launch of The Pink Tag Project, a behavioral change campaign for breast cancer awareness
- When
- During the third edition of Sanjeevani: United Against Cancer
- Where
- India, focusing on small towns and villages
- Why
- To remind women to perform self-breast examinations and promote early detection of breast cancer
- Initiative
- The Pink Tag Project
- Organizers
- Federal Bank Hormis Memorial Foundation, News18 Network, Tata Trusts
- Target Audience
- Women in small towns and villages
- Key Feature
- Pink tags with self-breast examination instructions stitched into garments
- Behavioral Changes
- Normalizes conversation, embeds early detection into routine, empowers through agency
- Film Voiceover
- Sheeba Chaddha
- Director
- Rukshana Tabasum
- Production House
- Folklore
