To stay away from the clichés of cancer, suffering and medicine.

After a few false starts, one day as the team sat around pretending to think, the writer, who was doodling on a piece of paper, found the solution in the name of the Society itself.And because it was not just a logo but an announcement of hope, the 'Badge' design flowed naturally from the idea (so to say).

As part of the launch of the new identity, the Society tied up with cellular phone service providers in Mumbai city whereby people could download the new logo as a wallpaper on their mobile phone screens.Close to fifty five thousand logos were downloaded by paying a one-time fee. Part of the fee went to the Society.