Edelweiss Tokio Life Begins 5,500 KM Journey Across India For Organ Donation Awareness
06 Jan 2023
Edelweiss Tokio Life Insurance on Friday began its 3-week-long Organ Donation initiative in Hyderabad. Kickstarting a relay marathon called Zindagi Express, the life insurer will tour nearly 5,500 Kms across the country to raise on-ground awareness regarding organ donation and leave behind a simple message to help people make the right choice for their organs, the life insurer company said in a statement.
The life insurer will join hands with Mohan Foundation, an NGO working to improve India’s organ donation landscape since 1997, to augment its awareness efforts.
Sumit Rai, MD and CEO, of Edelweiss Tokio Life Insurance, said, “As a life insurance company, we believe it is our duty to help people secure their dreams and aspirations; Lack of awareness regarding organ donation poses a major challenge to realising that dream of secured life. Since 2019, we have been committed to raising awareness on this subject.”
In 2019, Edelweiss Tokio Life’s research titled ‘Life After Life’ showed that several misconceptions have contributed to the country’s low donation rate. Religious beliefs regarding life after death, family’s hesitance in carrying out organ donation wishes, distrust in the health ecosystem were some of the chief challenges highlighted by the research.
The awareness campaign will be touring 50 cities across multiple states over the next 3 weeks. Starting from Hyderabad, it will make pitstops in 12 cities to conduct heavy engagement in the form of awareness sessions in branches/educational institutions, bike rallies, walkathons, and more, the company said in a statement.
The relay rally will conclude its journey in Bhopal by January 22, drawing a heart on the map of India through its travel route. These on-ground efforts will be supported by robust digital, PR, and employee outreach.
In its first edition in 2019, Edelweiss Tokio Life Insurance had created a new Guinness World Records title for collecting the highest number of organ donation pledges (54,626 pledges) in a single day. In this edition, the life insurer is working towards making a widespread on-ground impact in improving awareness.
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