Zindagi Express begins a 5,500-Km journey to raise Organ Donation awareness in India
07 Feb 2023
Underscoring its brand promise of #ZindagiUnlimited, Edelweiss Tokio Life Insurance today unveiled its 3-week long Organ Donation campaign called #PassItOn. At the centre of the campaign lies a relay marathon called Zindagi Express, which will travel 5,500 Kms across multiple cities in India to raise awareness regarding the dire need for Organ Donation. Besides an extensive BTL activation, the campaign will be supplemented by a robust digital and PR outreach.
For a 4th consecutive year, 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.
Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, “After sustained digital efforts for the last 3 years, this is the right time to take our awareness efforts to the ground. When we embraced this social cause in 2019, our research showed us personal beliefs were the biggest roadblock in mobilising people for this cause. We, therefore, decided on taking inspiration from something fundamental that has worked well for the life insurance business – counselling people face to face.”
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. (Click here to read the findings)
The Zindagi Express will be touring 50 cities across multiple states over the next 3 weeks. Starting from Hyderabad today, it will make pitstops in 12 cities to conduct heavy engagement in the form of awareness sessions in branches/educational institutions, bike rallies, walkathon, and more.
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 a robust digital, PR, and employee outreach.
“As a brand, we aspire to make people’s Zindagi Unlimited by striving to remove limitations from their lives. In India, lakhs of people die every year waiting for life saving organs. We believe this is a critical limitation preventing several Indians to live a secured life and therefore we have been working on raising awareness for this cause since 2019,” Gupta added.
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.
For those keen on joining the movement, you can visit here and pledge to donate your organs: Organ Donor Card (mohanfoundation.org)