Winner of Patient Awareness Drive / Campaign of the Year at the ET Healthcare Awards 2026, LiverForever is working to bring fatty liver disease into mainstream health conversations by connecting public awareness with screening, diagnosis and long-term patient support.
For the team behind LiverForever, winning Patient Awareness Drive / Campaign of the Year at the ET Healthcare Awards 2026 is a recognition of the thousands of field colleagues, technicians, doctors and community partners who have taken the message of liver health into clinics, corporate offices, parks and homes across India. It also reinforces a central belief: a disease that remains largely unfamiliar to the public can enter the national conversation when science, community engagement and storytelling work together.
What distinguishes LiverForever is its focus on action beyond awareness. Rather than simply informing people about the risks of fatty liver disease, the initiative connects communication with screening, diagnosis and sustained care. Its outreach spans celebrity-led digital campaigns, newspaper features, print, FM radio, cinema screens, community walkathons and on-ground FibroScan screenings, supported by digital tools designed to maintain contact with patients.
Addressing an Under-Recognised Health Risk
Fatty liver disease, now known as metabolic dysfunction-associated steatotic liver disease (MASLD), is a significant yet frequently overlooked health concern in India. According to the programme’s estimates, around 70% of people with Type 2 diabetes in the country also have the condition, often without knowing it. Because early-stage disease may produce no noticeable symptoms, diagnosis can be delayed until the condition has progressed.
LiverForever identified three critical gaps: limited public awareness, inadequate access to diagnostic support and dedicated liver clinics, and poor treatment adherence. Before the programme, patients typically remained on therapy for only 30 to 45 days before discontinuing it.
Insulin resistance is a key underlying mechanism linking fatty liver disease with diabetes, cardiovascular disease and other metabolic disorders. Against this backdrop, the campaign adopted a simple proposition: “Fatty liver is the new diabetes.” The intention was to establish liver assessment as a routine component of metabolic health, much like regular blood sugar testing.
Connecting Awareness with Clinical Action
The programme was designed around three interconnected stages: screening, diagnosis and adherence.
FibroScan and liver enzyme camps help identify individuals who may be at risk. FIB-4 risk calculators have also been embedded across a network of more than 20,000 clinics to support initial assessment. Individuals requiring further evaluation are directed towards the Diabetes Liver Clinic network, which provides a pathway to clinical care.
The third stage focuses on continuity. Patients can enrol in the LiverForever support programme through WhatsApp and the MyTatva app, receiving coaching, follow-up and guidance in regional languages. Data collected during physical screening can trigger personalised digital support, linking an initial health check with ongoing engagement.
This integration is central to the programme’s approach: awareness creates the opportunity, screening identifies potential risk, clinical evaluation guides care, and continued support helps patients remain engaged.
Making Liver Health Part of Everyday Conversation
The creative platform #LiverKiSuno, meaning “listen to your liver”, addresses the difficulty of communicating a condition that can remain silent for years. By giving the liver a voice, the campaign translated a complex medical concern into an accessible public message.
Actor and comedian Johnny Lever brought warmth and humour to the communication, while ticking-clock imagery conveyed the importance of timely action without relying on medical jargon.
The message travelled across Meta, YouTube and influencer networks, alongside front-page feature in The Times of India, an FM radio anthem across 11 cities, PVR cinema screens and the LiverForever Chronicles storytelling series. More than 1,000 doctors also shared their perspectives through podcasts and short-form videos.
The main #LiverKiSuno film crossed 1.3 crore views and generated more than 2.3 million direct interactions, extending the conversation beyond healthcare professionals to a wider public audience.
Community engagement further strengthened this outreach. More than 150 LiverForever walkathons were organised nationwide under the theme “Health in Every Step”, alongside 21 yoga events involving 15,000 Indians. These activities offered people a participatory way to engage with preventive health while creating opportunities for screening and risk assessment. Community and regional initiatives collectively reached approximately 1.6 crore people.
Bringing Screening Closer to Patients
A defining principle of the initiative is that personal results can make health risks more tangible. As the team puts it, “seeing the report is believing”. While general warnings about fatty liver can be easy to dismiss, a FibroScan assessment showing an individual’s liver fat and stiffness can prompt a more serious conversation about follow-up care.
In partnership with Echosens, LiverForever deployed 75 dedicated FibroScan machines, supported by specialised technicians and logistics designed to reach high-risk individuals. Liver Enzyme Camps, which measure ALT and AST, provide an additional avenue for identifying potential early warning signs.
The programme now supports more than 2,900 screenings a day. Individuals identified as high-risk are directed to Diabetes Liver Clinics for clinical evaluation and digitally enrolled for follow-up. Screening therefore serves as an entry point to care rather than an isolated interaction.
Measuring Change Through Patient Engagement
One of the programme’s most significant reported outcomes is improved treatment adherence. While patients previously tended to discontinue therapy within 30 to 45 days, those enrolled in the LiverForever support programme have sustained their prescribed therapy for around 180 days, representing a substantial improvement in continuity.
The programme attributes this change to personalised WhatsApp communication in regional languages, coaching consultations, regular follow-ups and tools such as smart scales that help patients monitor their progress.
More than 1.8 lakh patient journeys have been digitised for continued follow-up, while over 22,800 healthcare professionals have been engaged on MASLD. The initiative has also encouraged doctors to incorporate liver assessment more consistently into routine diabetes care.
For the team, a meaningful sign of progress is when patients return because they understand the importance of continued care, rather than responding only when symptoms appear.
Building a Lasting Public Health Movement
LiverForever’s next phase aims to make liver screening as routine for people with diabetes as blood sugar monitoring. Planned priorities include deeper partnerships with state health systems and public health programmes, expansion of the Diabetes Liver Clinic network into tier-2 and tier-3 towns, and continued clinical education for healthcare professionals.
The team also plans to use patient data and AI-based engagement to personalise support further and help turn adherence into a lasting habit.
Ultimately, success will be measured by fewer people progressing to advanced liver disease and its associated cardiometabolic complications. What began as a patient-awareness campaign now carries a broader ambition: to make early identification, informed decision-making and sustained liver care an integral part of India’s approach to metabolic health.\
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