Edelweiss Tokio Life Kickstarts Organ Donation Awareness Marathon Across India

This initiative will raise on-ground awareness regarding organ donation and leave behind a simple message to help people make the right choice for their organs.

For the 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.

As a life insurance company, they believe they must help people secure their dreams and aspirations; lack of awareness regarding organ donation poses a major challenge to realizing that dream of a secured life.


Since 2019, the company has been committed to raising awareness on this subject. Among the first things they had done back then was to commission a study regarding the state of organ donation in India.

That fact-finding mission brought forth some surprising insights about how personal beliefs pose a grave challenge. Those beliefs remain to this day, which strengthens their commitment to continue the awareness efforts.

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 hesitance in carrying out organ donation wishes, and distrust in the health ecosystem were some of the chief challenges highlighted by the research.

After 3 years of sustained digital outreach, the life insurer felt it was essential to take the message of organ donation to the ground. In this context, ‘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 at its branch offices /educational institutions, bike rallies, walkathons, 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 robust digital, PR, and employee outreach.

Source: Medindia

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