The White Ribbon Project – India

The White Ribbon Project – India:
Changing the story of lung cancer in India, one ribbon at a time

Our Inspiration

The White Ribbon Project – India is inspired by The White Ribbon Project (U.S.), founded by Heidi and Pierre Onda. We carry forward their vision while building a locally led movement that reflects India’s unique challenges and needs. 

Our Leadership 

Dr. Vivek Tomar
India’s first Oncology Patient Research Advocate & first Lung Cancer Patient Advocate
Co-founder, Rise To Survive Cancer & ALK Positive India (the country’s first oncogene-focused patient group)
Advisor to governments, non-profits and corporates 
He carries out all his patient advocacy work voluntarily, outside his professional commitments, in loving memory of his late wife, Kusum – once India’s longest survivor of stage IV lung cancer and a proud clinical trial participant.
→ About Dr. Vivek and his story & advocacy work: [Website] | [Instagram] | [LinkedIn] | [Twitter / X]

Dr. Urvashi Prasad
Stage IV Lung Cancer Patient & Patient Advocate 
Former Director, NITI Aayog, Government of India
Recognized among India’s 100 Most Influential Women (2023) and Most Influential Women in Healthcare (2023, 2024); Healthcare 40 Under 40 (2023, 2024) 
→ About Dr. Urvashi and her story & advocacy work: [LinkedIn] | [Instagram] | [Twitter / X]

“The White Ribbon Project – India” initiative is registered under the Kusum Memorial Cancer Foundation.

Our Mission

  • To bring the spirit of The White Ribbon Project to India: 
    • Raise awareness and break stigma 
    • Advocacy for early detection, equitable access and affordability of treatments and clinical trials
    • Celebrate the White Ribbon as a symbol of hope, solidarity and resilience 

We aim to normalize lung cancer as any other cancer, empower patients and communities, and drive change in policy, care, and perception. 

Why India Needs This

  • No national screening program for lung cancer 
  • Limited access to targeted therapies (TKIs) under public insurance schemes 
  • Persistent stigma, often seen as “self-inflicted” or smoking-related
  • Changing patient profile: over 50% of new cases are never-smokers, often younger and female
  • Women at risk: lung cancer causes more deaths among women in India than breast cancer
  • Environmental drivers: air pollution, indoor smoke, biomass fuels, occupational exposures and second-hand smoke
  • Late diagnosis: most patients are diagnosed at advanced stages, reducing survival chances
  • Low awareness: delays in diagnosis lead to preventable suffering and deaths 

Lung cancer in India is not just about smoking – it is about environment, equity and access. 

How We’re Building White Ribbon India

  • The Ribbon: A visible symbol of awareness, solidarity and hope
  • Awareness Campaigns: Talks, workshops and events to bring lung cancer into public conversation
  • Policy & Advocacy: Engaging with government and institutions to strengthen early detection and treatment access
  • Collaboration: Partnering with patient advocates, medical experts, NGOs, hospitals and international allies 

Get Involved

  • Showcase the White Ribbon and share your story as a patient, caregiver or health professional
  • Post your ribbon photo or message with #TheWhiteRibbonProjectIndia
  • Host or co-host a local awareness event
  • Request a White Ribbon – we’ll help you get one 

Our Vision

  • A future where:
    • Lung cancer is no longer stigmatised 
    • Screening and early diagnosis are available to all 
    • Patients have equitable access to modern care
    • The White Ribbon is recognised across India as a symbol of hope and solidarity 

Together, we can change the lung cancer story in India – one ribbon, one person, one community at a time.