Some lives are lived fully. Some are lived halfway.
In 2019, we decided to show the world what a “half-life” really looks like, and why it should never happen in the first place.
That’s how #AadhiwaliZindagiMitao began.
People with Thalassemia Major rarely live beyond their 30s, which is almost half the lifespan of an average person. And yet, most of these cases are completely preventable.
The problem wasn’t medicine. The problem was awareness.
So instead of explaining Thalassemia in long paragraphs, we chose to show it.
Half a face. Half a life.
On 8th May 2019, World Thalassemia Day, we launched #AadhiwaliZindagiMitao — a simple but powerful visual movement.
People posted images of half their face, symbolizing the reduced life expectancy of a child born with Thalassemia Major when both parents are carriers.
The message was clear and impossible to ignore:
If both partners have Thalassemia Minor, there is a 25% chance their child will be born with Thalassemia Major.
One post. One image. One question:
Why risk giving someone half a life when a simple blood test can prevent it?
The movement was kick-started by three leading celebrity influencers and quickly taken forward by over 50 creators, advocates, and everyday people.
What started as a few posts turned into a flood of timelines filled with half faces — each one carrying the same message:
Get tested. Talk about it. Prevent it.
And then, it caught fire.
In just 36–72 hours, the response was unlike anything seen before in the Thalassemia awareness space.
All of this was achieved with a campaign spend of just ₹26,400 — proving that a strong idea can travel further than budgets ever will.
To put this into perspective:
For the first time, World Thalassemia Day received the attention it truly deserved on social media.
The impact wasn’t limited to screens.
During the campaign period:
In the month following the campaign:
People weren’t just posting. They were acting.
During the campaign:
More importantly, The Wishing Factory stopped being just another page; it became a place people turned to for answers.
Because it made people uncomfortable — in the right way.
Because it replaced silence with conversation.
Because it reminded us that ignorance has consequences.
#AadhiwaliZindagiMitao wasn’t just a campaign.
It was a mirror, showing what happens when testing is ignored, and how easily that story can change.
And that belief continues to guide everything we do today — towards a future where no child is born into a preventable half-life, and where awareness is the first step towards a #ThalassemiaMuktBharat.
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