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

A groundbreaking behavioral change initiative that empowers women through an intimate, everyday reminder stitched inside their garments

 Watch the film here: The Pink Tag Project

The third edition of Sanjeevani: United Against Cancer – a transformative initiative by Federal Bank Hormis Memorial Foundation, News18 Network, and knowledge partner Tata 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.

A Wake Up Call.

In India, every four minutes, a woman is diagnosed with breast cancer. Every eight minutes, a woman loses her life to the disease. In small towns and villages where awareness remains low and stigma run high, conversations around breast health are almost non-existent. Women rarely find time for themselves – caught between household chores, earning livelihoods, and caring for families. Until a crisis forces their hand, their personal health remains invisible, postponed, forgotten.

A Tag that Tugs

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The Pink Tag Project is born from a single insight: the most intimate moment in a woman’s day – when she gets dressed – can become the most powerful reminder to check her own health.

The solution is elegantly simple. A small, pink-colored tag with clear instructions for self-breast examination is stitched inside every blouse, kurta, or innerwear – right next to the wash-care tag. Placed exactly where women are alone, focused entirely on themselves, the Pink Tag becomes an unavoidable, intimate reminder. Not a campaign that demands their time or attention, nor a seminar they need to attend. Just a whisper, stitched into the fabric of their daily lives.

Stitching Awareness, One Garment at a Time

The Pink Tag Project is documented in a powerful short film that captures the journey from insight to action. Voiced by acclaimed actor Sheeba Chaddha, the film opens with the harsh reality – every four minutes, a woman in India is diagnosed with breast cancer, yet the silence in small towns is deafening. It shows women doing what they do every day: drawing water, sweeping courtyards, preparing meals, getting dressed.

An unintrusive reminder

Then comes the revelation. In that intimate moment – fastening blouse hooks, adjusting saree pleats, slipping into a kurta – the Pink Tag appears. A quiet, persistent reminder. Women notice. They read. They ask questions. Local volunteers, trained and trusted, explain. Families talk. Daughters show it to mothers. Granddaughters remind grandmothers. What began as a curiosity becomes a conversation becomes a movement.