- SBI Life Insurance spread awareness about breast health via an international campaign
- It broke a Guinness World Record by making a mosaic with 1,191 'Hug of Life' hot water bags
- The campaign promotes early diagnosis and frank discussions regarding women's health
SBI Life Insurance has set a Guinness World Record through its campaign to increase awareness about breast health and early detection of breast cancer.The organization's feat included placing 1,191 'Hug of Life' hot water bags in a mosaic that stated, "Take A Breast Self-Exam with Thanks-A-Dot." The effort aims to normalize candid conversation about women's health and normalize self-breast examination when considering day to-day norms.
This record-breaking activity included Amit Jhingran, MD & CEO, SBI Life Insurance; Mahima Chaudhry, actress and survivor of breast cancer; Ravindra Sharma, Chief Brand, Corporate Communications & CSR, SBI Life; Swapnil Dangarikar, Official Adjudicator for Guinness World Records; along with other officials.
Breast cancer remains the leading cancer among Indian women, and represents almost one-in-four cancers diagnosed.
The Indian Council of Medical Research (ICMR) estimates these cases account for over 60 percent of all cases diagnosed in India, and early detection has cure rates of up to 90 percent.
Stigma of discussing the topic and lack of awareness typically results in delayed and appropriate screening.
Released in 2019, SBI Life's Thanks-A-Dot campaign aims to raise awareness and make breast health a popular topic of discussion within Indian families.
In 2023, the organization released the 'Hug of Life' hot water bag, the world's first of its kind, with three-dimensional lumps that facilitate women to learn and practice breast self-examination safely.
Talking about the campaign, Ravindra stated that the campaign promotes women to make self-care a priority and turn breast health into a personal conversation and part of a family and community conversation.
He further stated that winning the Guinness World Record is a step in making self-examination commonplace and building a preventive health culture.
Mahima pointed out the need for early detection, reporting that regular breast self-exams can prove to be a big difference.
She added that SBI Life's campaign makes space for substantial conversations and enables women to take active steps towards their health.
By Thanks-A-Dot, SBI Life continues to propagate its fundamental belief — "Apne Liye, Apno Ke Liye" — reminding women to treat personal well-being as a part of looking after their loved ones.
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