By 2021, awareness had begun to grow.
But awareness alone wasn’t enough.
Thalassemia was still affecting children — not because solutions didn’t exist, but because testing wasn’t happening at the right time.
So this year, we decided to stop explaining. And start declaring.
Children born with Thalassemia Major require blood transfusions every 2 to 3 weeks. They live with constant medical risk, frequent hospital visits, and a reduced life expectancy.
And yet, all of this can often be prevented with timely testing before marriage or before planning a child.
The question wasn’t whether we could stop Thalassemia.
It was whether we were willing to face it.
On 8th May 2021, World Thalassemia Day, The Wishing Factory launched #DekhLengeThalassemiaKo — a campaign built on resolve, not fear.
Participants shared close-up photographs of their eyes, symbolising watchfulness, accountability, and a collective refusal to look away.
The message was simple but firm:
We see the problem.
And we won’t let it get away.
The challenge invited people to:
Every post carried the same belief — prevention starts with informed adults.
#DekhLengeThalassemiaKo wasn’t just about participation on social media. It was tied to a larger goal — The Wishing Factory’s ‘Thalassemia Mukt’ mission.
The mission focused on increasing testing and awareness across Maharashtra and Gujarat, with the belief that success in these states could inspire similar action across the rest of India.
Because real change doesn’t begin everywhere at once.
It begins where people are ready to take responsibility.
The response to #DekhLengeThalassemiaKo was powerful and unmistakable.
More than 350 people participated, including well-known voices like Sonakshi Sinha and Kunal Kapoor, helping the message travel far beyond our immediate community. Together, these posts reached over 23 million+ people, ensuring that Thalassemia was not just seen but it was noticed.
Every close-up of the eyes carried the same quiet confidence: we see you, and we won’t let you get away.
The movement didn’t stop online. With growing public interest, The Wishing Factory’s Chairman was invited for a live interview on 92.7 FM, where he spoke about the importance of timely Thalassemia testing and urged listeners across the city to take action.
From Instagram screens to radio airwaves, the message stayed consistent — testing saves lives.
The campaign was further strengthened with the support of Siriti, whose partnership helped amplify the reach and execution of the #DekhLengeThalassemiaKo challenge.
#DekhLengeThalassemiaKo shifted the conversation from sympathy to accountability.
It reminded us that while children suffer the consequences, adults have the power to prevent it.
And it sent out a clear message —
Thalassemia is not something we will ignore, delay, or “deal with later”.
We’re watching. We’re testing.
And this time, we say it with confidence: Dekh lenge.
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