On the occasion of World TB Day (WTBD) , 2023, the Central TB Division in association with the Union under USAID supported iDEFEAT TB project, with the aim of instilling the spirit of “We” and togetherness for the cause of eliminating TB by 2025 and encouraging widespread but meaningful engagement from different stakeholders, launched “Yes, We Can End TB: 75 Corporate @75 Cities” campaign on March 2, 2023. The Corporate TB Pledge secretariat, hosted by The Union, as part of USAID/India supported iDEFEAT TB Project, extended the technical support for implementation of the month-long campaign. The campaign was viewed as an opportunity to harness the potential of varied stakeholders and catalyse their engagements toward TB elimination in the country.

Objectives of the campaign


The campaign was driven on three broad pillars – extensive reach, convergence of stakeholders, and amplification of the efforts. In order to ensure that every corporate/partner is able to participate & contribute to the campaign, and there is convergence, regardless of their capacity, a banquet of activity options for the campaign was offered to the corporates to choose from and implement. These activities included high-level events, rallies, awareness and screening camps, CME’s, tree plantation, expert talks, oath taking etc. These activities could be undertaken by the corporates anytime during the month (1st March – 31 March 2023) and reported to the CTP Secretariat.

Timeline and Activities of the Campaign for WTBD 2023

The campaign was rolled out in 75 cities of the country simultaneously, bringing together varying stakeholders to perform varied activities together. It also ensured showcasing and amplifying the efforts of the partners through the campaign through social media engagement.a

Impact of the campaign

Corporates from across the country, from varying sectors including tea, mining, textile, academic, corporate hospitals, business associations, etc. actively participated in the campaign. They undertook diverse set of activities including organizing CMEs, community rallies, workplace awareness and screening, active case finding, nutrition support, plant a tree, signature campaign, seminars, youth sensitization, panchayat engagement, etc. Corporate hospitals engagement stood out and evolved as the emerging sector bringing on board and demonstrating commitment at significant scale for the cause.

The campaign successfully demonstrated the three pillars of reach, convergence and amplification, showcasing a model where with minimum resources, stakeholders making joint efforts can reach the last mile and producing the multi-fold impact.

Download brief Campaign report