Edelweiss Tokio Life to observe November as Organ Donation Awareness Month
Launches a month-long drive to inform, educate and mobilise support for the cause
Mumbai, November 7, 2019: Aligned with its mission to protect the dreams and aspirations of people, Edelweiss Tokio Life Insurance has kicked off a month-long campaign called #NoMoreWaiting. This aims to raise awareness and urge more people to step up in support of organ donation.
The insurer has collaborated with Actor Rahul Bose, who has pledged his organs for donation, and MOHAN Foundation, an NGO active in this space, to educate people on the significance of this cause and urge more people to pledge their organs.
Commenting on the campaign, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, said, “Organ donation is the most decisive gesture in making someone’s #ZindagiUnlimited. This cause is very close to our hearts and we believe it coincides with what we do in business, which is securing people’s dreams and aspirations.”
Focused on debunking the false beliefs and fears around organ donation in India, the #NoMoreWaiting campaign will include digital media activations, PR, and on-ground educative workshops in educational institutions. Cognisant of the fact that content plays a crucial part in the campaign, the insurer has created a roster of video content, complimented by a research titled ‘Life After Life: State of organ donation in India.’
Pratap Bose, Founding Partner and Chairman, The Social Street, said, “While there were several communication routes that we could have chosen, ‘wait’ was the most relevant and heart-tugging element of all. Imagine having to wait endlessly to receive a life-saving organ! A subject like this demands a real, matter-of-fact communication rather than quirky, funny or overdramatized and that was the guiding force behind the entire conceptualisation process.”
Bringing attention to the long wait of patients seeking organs, the insurer has released a digital film with Rahul Bose urging people to no longer wait before pledging their organs.
“One of the insights we learnt from our research was that people react positively to celebrities supporting causes. This prompted the thought of collaborating with a celebrity. Rahul Bose was a natural choice as he has been a vocal supporter of this cause and his matter-of-fact style of speaking fit the tonality perfectly,” Gupta added.
Going forward, the insurer aims to observe Organ Donation Awareness Month in November annually.
Digital film: https://www.youtube.com/watch?v=HrqMUSYgSJU
If you wish to pledge, please visit us at https://ed.edelweisstokio.in/Organdonation/Default.aspx
About Edelweiss Tokio Life Insurance
Edelweiss Tokio Life Insurance Company Limited is a joint venture between Edelweiss Financial Services Limited, one of India’s leading and diversified financial services companies and Tokio Marine Holdings Inc, one of the oldest (over 138 years) and largest insurance companies in Japan. Edelweiss Tokio Life Insurance launched its pan-India operations in July 2011, offering proprietary need-based solutions to help customers meet their life stage financial goals. This lineage brings together a deep understanding of customer needs and international expertise. The company is headquartered in Mumbai serving over 2.02 lakh customers through 43,681 personal finance advisors across 121 branches in 93 major cities as on March 31, 2019.
Edelweiss Tokio Life Insurance has been consistently recognized for its Product Innovation capabilities at several forums, namely Golden Peacock Awards 2018, Golden Globe Tigers Awards 2018, ET NOW - BFSI Awards 2018, Times National Award for Marketing Excellence 2018, India Insurance Summit 2019 and Skoch Awards 2019.
To learn more about Edelweiss Tokio Life Insurance, please visit www.edelweisstokio.in
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