At a time when cancer cases in India are rapidly increasing and becoming commonplace, the initiative was aimed at spreading awareness around saving lives from cancer through early detection and screening. It sought to:

• Transform the narrative on Cancer from one of treatment to that of safeguarding oneself from Cancer
• Create awareness amongst readers around saving lives through early detection asking them to take a pledge and get their cancer screening done
• Markets: National with specific direct reach programs (Cancer Walkathon, workshops) in Delhi NCR, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata, Ahmedabad and Pune

Impact:

• More than 12,000 people pledged to get their cancer screening done
• Cancer Awareness Talks in 40+ corporates and colleges
• Hair donation by more than 200 women (and men) to make wigs for cancer patients
• Participation by over 10,000 people in the OneCroreSteps Walk against cancer in 7 cities