Mumbai, India — Tata Cancer Care Foundation (TCCF) has launched ‘Voice of Courage,’ a new podcast campaign designed to transform how cancer is discussed in India by giving a platform to the people who experience, deliver, and shape cancer care every day.
Developed with creative and content partner WondrLab India, the campaign centres on a 10-episode series that moves away from traditional awareness campaigns and instead focuses on honest, human conversations.
Rather than framing cancer as a battle to be won, the campaign encourages a more compassionate dialogue centred on care, resilience, and shared experiences.
‘Voice of Courage’ brings together a diverse range of voices, including healthcare professionals, researchers, a cancer survivor and filmmaker Amole Gupte, with each episode exploring a different aspect of the cancer journey from prevention and early diagnosis to treatment, recovery, and the stories that shape public perceptions of the disease.
A key objective of the campaign is to challenge the long-standing use of military language such as “fight,” “battle,” and “warrior” in cancer communication, with ‘Voice of Courage’ instead promoting the belief that courage is often found in everyday acts of support, care, and companionship: “Courage isn’t loud. It’s what we carry, together.”
Speaking on the launch, Dr. (Prof.) Shailesh V. Shrikhande, Chief Executive at Tata Cancer Care Foundation, said “Cancer care is ultimately human care, delivered by doctors, nurses, families and communities to people who often meet the word ‘cancer’ with fear. Voice of Courage is an attempt to replace that fear with clarity.”
“Across these episodes, listeners will hear from surgeons, pathologists, a cancer warrior and a storyteller on what truly changes outcomes: prevention, early detection, timely diagnosis and care that reaches people where they live. If these conversations encourage even one family to seek a timely check-up or a second opinion, the series has served its purpose,” added Shrikhande.
Hemant Shringy, Chief Creative Officer & Managing Partner at WondrLab India said, “Our job as creative and content partner was to build a format quiet enough to let those voices carry, and contemporary enough to take them well beyond hospital walls. And when cancer care has such a long way, it’s about time the conversations around it did the same.”
The podcast also highlights the Foundation’s wider efforts to make quality cancer care more accessible through its Distributed Cancer Care Model, which connects specialist cancer centres with regional healthcare networks across several Indian states to bring treatment closer to patients.
New episodes are released every Friday on YouTube and Spotify, with shorter content distributed across LinkedIn, X and Instagram to extend the campaign’s reach and encourage wider public engagement around cancer care.
