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Edelweiss Tokio’s Life’s Zindagi Express campaign on organ donation reaches Mumbai

1/12/23 12:30 PM

Edelweiss Life Insurance organised a one-of-a-kind relay marathon called Zindagi Express that reached Mumbai to raise awareness regarding the dire need for organ donation. Through this
exercise, the life insurer aims to leave behind a simple memorable message to help people make the right choice for their organs – Pass It On.

Sumit Rai, MD and CEO, Edelweiss Life Insurance said, “As a life insurance company, we believe we must 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.”

From Mumbai, the Zindagi Express will be headed to Nashik next to continue its awareness journey.

The Zindagi Express began its 3-week-long Organ Donation awareness journey in Hyderabad on January 5, 2023. Throughout the campaign, the life insurer will tour nearly 5,500 kilometres. For a fourth consecutive year, the life insurer has joined hands with MOHAN Foundation, an NGO working to improve India’s organ donation landscape since 1997, to augment its awareness efforts.

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.

“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.

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