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How does the Project Hug of Life resonate culturally and create a lasting impact at the grassroots level?
Thanks A Dot, an SBI Life initiative, is dedicated to raising awareness about early detection of breast cancer and encourages women to make self-examination a regular practice.
In 2023, the initiative launched the 'Hug of Life', an innovative hot water bag with a first-of-its-kind design featuring 3D lumps based on real breast cancer scans. By using this common household item, women can gently train their fingertips to recognize how a real lump feels. The bag also includes a special heat-sensitive design on the back that changes color when filled with hot water, serving as a gentle and consistent reminder to perform a self-examination.
The project Hug of Life is a simple, smart solution designed to help women take control of their health and make a life-saving habit part of their everyday routine.
Backed by cancer survivors and gynecologists, embraced by female police officers, and introduced to thousands of women in remote areas, Thanks A Dot has sparked countless living room conversations about breast cancer, bringing awareness, early detection, and empowerment into everyday lives.
Hot water bags ordered and distributed free of cost.
Women were trained in on-ground workshops.
Impressions across multiple platforms.
TED Talks, Times Now Prime Time & other major platforms.
Evolved into a more user-friendly and accessible format, a simple yet effective sticker for everyday use.
Introduced digital scratch cards, transforming them into a symbol of #BreastCareConfidence, guiding women through self-examination movements.
Expanded through innovative digital touchpoints, enhancing engagement via WhatsApp Bot and media takeovers to spread awareness.
Took inspiration from real user habits. By leveraging a common practice, using a hot water bag for period pain relief, we introduced the Hug of Life project, making self-breast examination more intuitive and accessible.
As per research,
25%of all breast cancers
are found as a result
of self-examination
Screening mammograms generally miss about 20% of breast cancers that are present at the time of screening
Over of
90
% women are aware that the
most common indication of breast
cancer is a lump in the breasts
Only of
38
% women regularly
conduct breast
self-examination
A critical part of being aware of your breast health is to ensure that you are performing regular breast self-examinations. Timely lump detection is good, but early lump detection is better!
Almost 40 % cancer treatments are financed by borrowing from friend/ sale of assets/ personal loans
Almost 50 % of people diagnosed with cancer are working age.
About 50 % of low-income households raise greater proportion of the cancer treatment expenditure via distressed means.
The physical and mental care needed for breast cancer treatment is only possible if financial security is taken care of. With financial preparedness you can focus on what matters most - your health and wellness.
Using Thanks A Dot helps you learn a life-saving skill that can help with early lump detection and significantly improve your chances of survival. Become breast care confident Apne Liye, Apno Ke Liye, because your loved ones emotional, physical and financial well-being lies in your good health.
TAD/Cr1/09/25/WEB/ENG
Disclaimer:
This initiative is issued in public interest by SBI Life to create general awareness about breast cancer and to suggest a preliminary tool that may help women with early lump detection by self-examination. In no way this tool should be considered as a substitute to medical advice. We make no representation or warranty, express or implied, regarding the accuracy, reliability or use of the tool. You are advised to consult a medical expert incase of any doubts. This tool is not meant for cancer cure.
