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Sanjeevani’s Pink Tag Project wins Silver at Clio Health Awards
Breast cancer awareness campaign earns global honour for impact and innovation
MUMBAI: Sometimes, the smallest stitch can carry the biggest message. Sanjeevani: United Against Cancer, an initiative by the Federal Bank Hormis Memorial Foundation and Network18, has secured a Silver award at the 2026 Clio Health Awards for its breast cancer awareness campaign, The Pink Tag Project, earning global recognition for an idea that began with something as simple as a clothing label.
The win places the campaign among some of the world’s most acclaimed healthcare marketing initiatives, with the Clio Health Awards widely regarded as one of the industry’s highest honours for creative excellence and real-world impact. The campaign was also shortlisted in the Mixed Campaign category, recognising its broader integrated approach to health communication.
At the heart of the initiative was a quietly powerful insight: for many women, the moment of getting dressed is one of the few uninterrupted moments in their day. The Pink Tag Project tapped into that ritual by sewing small pink tags into blouses and kurtas alongside standard wash-care labels, creating a subtle reminder about breast health and self-awareness.
The campaign addressed a pressing healthcare challenge. With more than 70 per cent of breast cancer cases in India detected at a late stage and a woman reportedly diagnosed with the disease every four minutes, the initiative sought to transform awareness from a periodic campaign into a daily habit.
What started as a grassroots effort involving community tailors soon expanded into a wider movement. Fashion label Suta joined the initiative, integrating the pink tags into its garments and helping the campaign travel from rural communities to urban wardrobes and online marketplaces. Along the way, the project brought together tailors, retailers, brands, media platforms and healthcare advocates in a shared awareness ecosystem.
The initiative was developed in partnership with Tata Trusts, which served as the campaign’s knowledge partner.
In a world crowded with health messages competing for attention, The Pink Tag Project stood out by meeting women where they already were not on a billboard, screen or hospital wall, but in the quiet routine of everyday life. The Clio Health Silver suggests that sometimes the most effective awareness campaigns are not the loudest; they are the ones woven seamlessly into daily habits.
