United Against Cancer, an initiative by Federal Bank Hormis Memorial Foundation and Network18, has won a Silver award at the prestigious 2026 Clio Health Awards for its groundbreaking breast cancer awareness campaign, ‘The Pink Tag Project’. The initiative was recognized for its innovative approach to promoting breast cancer awareness and encouraging early detection among women.

According to a Network18 press release, the recognition places Sanjeevani alongside some of the world’s most acclaimed healthcare communication campaigns. The initiative, which was developed in partnership with Tata Trusts as the Knowledge Partner, was honoured by a global jury comprising leading experts from the healthcare, advertising and communications industries.

The Clio Health Awards, a part of the internationally renowned Clio Awards programme, are regarded among the highest honours in health and wellness marketing. The awards celebrate creative excellence in advertising, communication and design that contribute to physical, mental and social wellbeing. Winning a Silver award is considered a significant international achievement, recognizing both creative innovation and measurable social impact. In addition to the Silver win, ‘The Pink Tag Project’ was also shortlisted in the Mixed Campaign category, underscoring the strength of its integrated communication strategy.

At the heart of the campaign was a simple yet powerful insight. For many women, the act of getting dressed is one of the few private moments in an otherwise busy day. The campaign sought to use this intimate space to spark awareness around breast health. A small pink tag was stitched into everyday blouses and kurtas alongside regular wash-care labels, serving as a subtle reminder that encouraged women to think about breast cancer screening and self-examination.

The initiative was developed against a concerning backdrop. More than 70 per cent of breast cancer cases in India are detected at a late stage, significantly reducing treatment effectiveness. With a woman being diagnosed with breast cancer every four minutes in the country, the campaign aimed to make awareness a regular habit rather than a one-time message.

What began as a grassroots initiative soon evolved into a larger movement. Community tailors initially helped distribute the message by incorporating pink tags into garments. The campaign later expanded through partnerships with mainstream fashion brands, including homegrown D2C label Suta, which integrated the tags into its product offerings and helped extend the initiative’s reach from rural communities to urban consumers.

The project brought together multiple stakeholders, including local artisans, fashion brands, retailers, media platforms and community organisations, creating an ecosystem dedicated to increasing awareness about breast cancer. By combining public health messaging with everyday consumer experiences, the initiative succeeded in reaching women in a personal and non-intrusive manner.

The Clio Health Silver recognition highlights not only the campaign’s creative execution but also its broader mission of saving lives through awareness and early detection. As breast cancer continues to be one of the most common cancers affecting women in India, ‘The Pink Tag Project’ stands out as an example of how thoughtful communication can drive meaningful social impact and encourage critical health conversations.