Tata Trusts launches ‘Khud Se Jeet’ to tackle silence around women’s health

New Delhi: Tata Trusts has launched a new campaign titled ‘Khud Se Jeet’, encouraging women to prioritise cervical cancer screening. The initiative highlights the often-unspoken internal battles women face, hesitation, fear, and the silence around seeking help, which can lead to delays in detection and treatment.

Cervical cancer remains the second most common cancer among Indian women. Despite growing awareness efforts, stigma and emotional barriers continue to deter many from seeking timely medical screening. The campaign is designed to draw attention to these challenges and foster conversations around women’s health.

The short film follows a woman’s personal struggle, from uncertainty and self-doubt to taking a decisive step toward screening. The film uses an intimate narrative and visual storytelling to reflect how internal hesitation can often be the first obstacle to healthcare access.

Shilpi Ghosh, Communications Specialist at 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 at Beeing Social and Founder of Wolfzhowl, added, “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 supports Tata Trusts’ wider public health work, which includes over 26,000 cervical cancer screenings carried out in collaboration with state governments and partner organisations across India.

Watch the campaign film: