Hyderabad, January 5, 2023: True to its purpose of protecting people’s dreams and aspirations, Edelweiss Tokio Life Insurance today began its 3-week-long Organ Donation initiative in Hyderabad. Kickstarting a one-of-a-kind 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 - Pass It On.
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.
Sumit Rai, MD & 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. Among the first things we 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 our 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’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)
After 3 years of sustained digital outreach, the life insurer felt it was essential to take the message of organ donation to the ground. With this context, 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.
“Awareness and counselling are critical to improving the deceased organ donation landscape in India. While the government bodies are already working closely with related entities, private participation in raising on-ground awareness can quicken the pace of change and make a noteworthy impact,” Rai 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.
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