Federal Bank Hormis Memorial Foundation and News 18 Network are thrilled to announce the appointment of Bollywood actress Vidya Balan as the national ambassador for the second phase of their flagship programme, ‘Sanjeevani: United Against Cancer’. The initiative, supported by Tata Trusts as knowledge partners, aims to bolster awareness around cancer screening and prevention.

#TimeNikaaleinScreenKarein launched in September, this campaign features a public service message by Vidya Balan, urging both men and women to prioritize cancer screening. The campaign seeks to shift attitudes and behaviors toward early detection through effective partnerships and community engagement, the news channel said in a press release.

Cancer is the second leading cause of mortality globally. Early detection through regular screening significantly enhances treatment outcomes and survival rates. Vidya Balan’s involvement is expected to broaden the campaign’s reach, promoting early testing, tumor management, and awareness across diverse audiences.

Vidya Balan, “Screening is crucial for catching cancer before symptoms appear, which allows for better health outcomes. Through this programme, I aim to spark conversations and encourage a shift in attitudes towards cancer screening, helping to dispel myths and promote preventive health behaviors.”

MVS Murthy, Chief Marketing Officer, Federal Bank, “Sanjeevani is a flagship initiative of the Federal Hormis Memorial Foundation, and our goal is to improve living standards through education and awareness. We’re committed to supporting early testing, patient support, and public awareness to enhance society’s overall quality of life.”

Deepshikha Goel Surendran, Head of Brand and Marketing Communications, Tata Trusts, “Our focus has always been on promoting early detection and empowering patients. We hope that the message of #TimeNikaaleinScreenKarein will reach both rural and urban populations, making a significant impact on lives.”

Sidharth Saini, COO, News 18 Studios, “The need for regular cancer screenings is more urgent than ever. With Vidya Balan’s support, we aim to make conversations about cancer screening personal and stigma-free, encouraging people to incorporate screening into their annual health routines.”

Last year, the Federal Hormis Memorial Foundation supported over 3,000 patients in Assam and Tirupati, conducted screenings for more than 1,700 employees from 30 corporations, and garnered over 55,000 pledges for regular health checkups. This year, with continued support, the initiative plans to expand its reach by organizing more screening camps and increasing cancer awareness.

With Vidya Balan as the face of this crucial campaign, ‘Sanjeevani: United Against Cancer’ is poised to drive significant progress in cancer awareness and prevention, making a profound difference in communities across India.