The idea behind #TheThalaTest came from a simple connection. The word “Thala” perfectly reflects the spirit of Thalassemia warriors who are resilient, strong, and quietly powerful.
We wanted to create a moment where people paused, smiled, and then thought.
A moment that celebrated pop culture while opening the door to something that truly matters — preventive testing for Thalassemia.
Awareness doesn’t always have to be heavy. Sometimes, it just needs to be relatable.
On World Thalassemia Day, 8th May 2025, Bollywood actor Sonakshi Sinha, a long-time supporter of The Wishing Factory, joined hands with us to launch #TheThalaTest.
The reel took a word everyone already loved and flipped the narrative.
Being a “Thala” wasn’t just about greatness anymore, but was about responsibility. Getting tested. Starting conversations. Making informed choices.
The campaign rolled out across The Wishing Factory’s and Sonakshi Sinha’s social platforms, instantly striking a chord with audiences across the country.
What followed was a wave we didn’t have to push; it moved on its own.
Across The Wishing Factory’s and Sonakshi Sinha’s platforms combined, #TheThalaTest reached over 4.3 million+ views, gathered 1.7 lakh+ likes, and was shared 9,500+ times, taking the message far beyond our immediate community.
More than 35,000 meaningful interactions followed, with 7,900+ people discovering TWF for the first time — proof that the campaign didn’t just travel fast, it landed where it mattered.
More importantly, people weren’t just watching. They were listening. Sharing. Asking questions.#TheThalaTest didn’t stop at a reel. It became a phrase, a prompt, a reminder.
Other organizations began using the hashtag in their own awareness posts, helping the message travel further and stay alive beyond the campaign window.
That’s when we knew that the ripple had begun.The online momentum soon turned into real-world action. Following the success of the digital #TheThalaTest campaign, we extended our efforts beyond social media to connect directly with communities and spread awareness about Thalassemia at the grassroots level.
The online momentum led to a surge in public interest, and more individuals began reaching out to TWF through calls and messages to learn about Thalassemia testing, prevention, and available support. Building on this response, several impactful offline initiatives were undertaken.
From classrooms to hospitals, from parks to public spaces, the message stayed the same:
Thalassemia is preventable. Awareness is the first step.
Because it showed us that awareness works best when it feels close. When it sounds familiar. When it meets people where they already are.
#TheThalaTest wasn’t just a campaign. It was a reminder that small conversations can lead to life-saving choices — and bring us one step closer to a #ThalassemiaMuktBharat.
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