Tata Trusts has launched a powerful new campaign titled ‘Khud Se Jeet’, urging women to prioritize their health by seeking early cervical cancer screening. The film highlights the internal struggle many women face—marked by fear, hesitation, and self-doubt—and encourages them to overcome these emotional and social barriers.
Cervical cancer is the second most common cancer among Indian women, yet screenings remain low due to stigma and lack of awareness. Through a deeply personal and emotionally resonant film, the campaign portrays a woman’s journey from silence to action, emphasizing the importance of self-care and support from loved ones.
Shilpi Ghosh of Tata Trusts explains the campaign was inspired by real conversations with women and aims to remind them that their health matters. Kalyan Ram Challapalli of Beeing Social adds that the film was crafted to reflect the quiet bravery behind taking that first step toward screening.
Backed by grassroots efforts, including over 26,000 screenings across India, ‘Khud Se Jeet’ seeks to spark a movement—one where women conquer their inner fears for a healthier future.