Tata Trusts has launched a new public health campaign titled ‘Khud Se Jeet’, aiming to raise awareness about the importance of early detection of cervical cancer and encourage women to prioritise screening.
Cervical cancer is currently the second most common cancer among women in India. Despite available screening facilities, many women continue to delay or avoid screening due to limited awareness, fear, stigma, and social conditioning that discourages them from seeking timely medical help.
The campaign includes a short film that presents the internal struggle many women face when it comes to prioritising their own health. The film portrays the emotional conflict and hesitation that often prevent women from seeking medical screening and highlights the journey of a woman who chooses to act, supported by her family and inner resolve.
Shilpi Ghosh, Communications Specialist, Tata Trusts, said, “Khud Se Jeet was born from listening to women — their silence, their fears, their hesitation. Cervical cancer isn’t just a medical issue; it’s an emotional one, hidden in whispers and what-ifs. We realised that lack of access isn’t the only hurdle; there is also the doubt that tells a woman not to act, speak, or put herself first. This campaign is our attempt to give her that nudge, to say: you matter, your health matters. Through every frame, every word, and every touchpoint, we want her to know that winning this battle within could mean gaining the life she deserves.”
Kalyan Ram Challapalli, Chief of Strategy & Partner, Beeing Social and Founder, Wolfzhowl, said, “This wasn’t just another awareness film — it was a deeply human story. We wanted the visuals to feel intimate, like we were entering a woman’s personal world — her home, her silence. Every frame was designed to reflect what so many women experience quietly: the uncertainty, the emotional weight, the quiet bravery it takes to say, ‘maybe I should go see a doctor and get a screening.’ The inspiration came from real voices: women who didn’t speak out until it was too late, and those who did, and lived longer because of it. If this film helps even one woman say, ‘I won’t ignore this anymore,’ then it has done its job.”
The campaign also aligns with Tata Trusts’ ongoing work in public health, including the facilitation of over 26,000 cervical cancer screenings across several Indian states, in partnership with state governments and other organisations.
