Edelweiss Tokio Life Insurance has launched a three-week organ donation campaign called #PassItOn as part of its #ZindagiUnlimited brand promise.
The centerpiece of the campaign is the Zindagi Express, a relay marathon that will travel 5,500 kilometers across various cities in India to raise awareness about the urgent need for organ donation. In addition to extensive below-the-line activation, the campaign will also include a strong digital and PR outreach. This is the fourth consecutive year that the life insurer has partnered with the MOHAN Foundation, an NGO working to improve organ donation in India since 1997, to enhance its awareness efforts.
Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, “After sustained digital efforts for the last 3 years, this is the right time to take our awareness efforts to the ground. When we embraced this social cause in 2019, our research showed us personal beliefs were the biggest roadblock in mobilising people for this cause. We, therefore, decided on taking inspiration from something fundamental that has worked well for the life insurance business – counselling people face to face.”
The Zindagi Express will be touring 50 cities across multiple states over the next 3 weeks. Starting from Hyderabad today, it will make pitstops in 12 cities to conduct heavy engagement in the form of awareness sessions in branches/educational institutions, bike rallies, walkathon, and more.
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 a robust digital, PR, and employee outreach.
“As a brand, we aspire to make people’s Zindagi Unlimited by striving to remove limitations from their lives. In India, lakhs of people die every year waiting for life saving organs. We believe this is a critical limitation preventing several Indians to live a secured life and therefore we have been working on raising awareness for this cause since 2019,” Gupta added.