P. D. Hinduja Hospital & Medical Research Centre marked World No Tobacco Day 2026 with the launch of a public awareness initiative titled 'Quit to Live', aimed at highlighting the harmful effects of smoking and tobacco consumption on lung health.
The hospital unveiled the installation at Shivaji Park and Khar Gymkhana in Mumbai. Designed as a larger-than-life representation of damaged human lungs, the activation sought to encourage public conversations around tobacco-related health risks and the importance of preventive healthcare. As part of the initiative, visitors were also offered free Peak Flow Tests to help assess lung function and raise awareness about respiratory health.
The campaign leveraged a high-visibility public installation format to engage people in everyday community spaces, bringing health education directly to audiences beyond traditional healthcare settings. Through the use of visual storytelling and interactive health screening, the initiative aimed to create stronger awareness of the long-term impact of tobacco use.
According to the World Health Organization, tobacco remains one of the leading causes of disease and death in India, accounting for nearly 1.35 million deaths annually. Smoking and tobacco consumption are major risk factors for cardiovascular diseases, cancer, diabetes, stroke and chronic respiratory conditions, making awareness and prevention critical public health priorities.
Against this backdrop, P. D. Hinduja Hospital used World No Tobacco Day as an opportunity to reinforce its commitment to preventive healthcare and community engagement. The hospital noted that it has operated a dedicated Tobacco Cessation Clinic for more than a decade, supporting individuals who wish to quit tobacco use and adopt healthier lifestyles.
Gautam Khanna, ceo, P. D. Hinduja Hospital & Medical Research Centre, said: “We believe healthcare institutions have a responsibility towards building healthy communities beyond the walls of the hospital. Tobacco consumption is a major health issue in India and through this public installation, we hope to encourage more conversations on the importance of lung health. Our goal is to motivate individuals especially our young population to choose good health over smoking and tobacco consumption.”
The installation was designed to make the consequences of tobacco use more visible and relatable to the public. By placing the activation in prominent outdoor locations, the hospital sought to reach a broad cross-section of audiences, including families, young adults and fitness-conscious individuals.
Dr. Lancelot Pinto, consultant, pulmonologist and epidemiologist, P. D. Hinduja Hospital & Medical Research Centre, said: “The harmful effects of smoking and tobacco consumption develop silently overtime and can eventually lead to irreversible damage. Over time, exposure to tobacco significantly reduces lung capacity and in long term lead to serious health complications including cancer. Through this installation, we want public at large to understand their lung health and recognise the importance of early intervention. Timely awareness and cessation remain critical in reducing the risk and the burden of tobacco-related disease.”
The campaign demonstrates how healthcare organisations are increasingly using experiential and community-based outreach to communicate important health messages. By taking preventive health conversations into public spaces, hospitals are creating opportunities for greater engagement and awareness among wider audiences.
Through 'Quit to Live', P. D. Hinduja Hospital continues to utilise public education and awareness-led initiatives to promote healthier lifestyle choices. The activation forms part of the hospital’s broader efforts to encourage early intervention, improve understanding of lung health and support tobacco cessation through both community engagement and clinical services.
