Vidya Balan Champions Cancer Screening in New Campaign Launch

On November 6, 2015, the third edition of **Sanjeevani: United Against Cancer** launched in Mumbai, stressing the vital importance of early cancer detection. This initiative, a collaboration between the **Federal Bank Hormis Memorial Foundation**, **News18 Network**, and **Tata Trusts**, emphasizes that early screening is a shared responsibility, regardless of an individual’s perceived health status.

Prominent actress **Vidya Balan** serves as the campaign’s leading advocate, using her platform to challenge the misconception that fitness alone can protect against cancer. Through two impactful short films, she urges the public to prioritize screening and take proactive steps in health management. The films focus on breaking the complacency surrounding cancer awareness, illustrating that mere adherence to a healthy lifestyle does not exempt one from the risk of cancer.

In one of the films, Balan states, “Screening is not about fear. It’s about hope and action.” Her message resonates with audiences as it underscores the necessity of early detection, which can turn cancer from a dire prognosis into a manageable condition. The campaign aims to empower individuals to understand that neglecting screenings can lead to missed opportunities for early intervention.

The films address a common belief among health-conscious individuals who may feel invulnerable due to their fitness routines. They highlight that cancer does not discriminate and that early screening is crucial for everyone. Balan’s approach combines reassurance with a strong call to action, emphasizing that taking the initiative to get screened is a form of self-care.

Breaking Down Barriers to Screening

The campaign articulates four key truths about cancer screening. First, it establishes that early detection saves lives, as cancer can develop silently even in seemingly healthy individuals. Statistics reveal that over **70% of cancer cases in India** are diagnosed at advanced stages, making treatment increasingly challenging and expensive. Early screening significantly improves survival outcomes, transforming perceptions of cancer from a death sentence to a manageable health issue.

Second, the initiative stresses that fitness is not a substitute for screening. While maintaining a healthy lifestyle is commendable, it does not replace the need for regular health checks. Third, the campaign encourages individuals to overcome any fear associated with diagnosis, asserting that awareness and timely intervention are empowering rather than daunting.

The fourth key message highlights the importance of open dialogue in reducing stigma around screening. By fostering discussions within families and communities, the campaign aims to normalize testing and encourage collective action toward health.

**M.V.S. Murthy**, Chief Marketing Officer of the Federal Bank Hormis Memorial Foundation, commented, “At Federal Bank, we believe health is not an expense; it is an investment in India’s future.” He emphasized that through Sanjeevani, they have reached thousands across the nation and are determined to extend their outreach further.

**Siddharth Saini**, COO of News18 Studios, noted that the campaign seeks to redefine storytelling. He stated, “Awareness alone doesn’t save lives; early screening does.” The partnership with Federal Bank Hormis Memorial Foundation and Tata Trusts aims to create measurable impact, moving beyond conversations to tangible results, with millions reached and thousands screened.

The films, conceptualized by **Huddlers Innovation Private Limited**, reject fear-based messaging, instead offering actionable hope. They resonate with the audience by acknowledging the real anxieties surrounding cancer while focusing on the transformative power of early intervention.

Through this initiative, Sanjeevani aims not only to raise awareness but to foster an environment where timely screenings become habitual, paving the way for a future where cancer is met with proactive care rather than silence and despair.

The films will be available across the Sanjeevani digital ecosystem, **News18 Network**’s broadcast channels, and select streaming platforms, inviting everyone to participate in this life-saving movement. Each view, conversation, and screening contributes to a collective effort to combat cancer effectively and compassionately.