THE HOTTEST RUNWAY THIS SEASON
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THE HOTTEST RUNWAY THIS SEASON .
CHALLENGE
Over 2 billion people worldwide lack access to safe water. But many in the U.S. don’t know about this ongoing critical issue and its disproportionate impact on women and girls, who are primarily responsible for their family’s water collection. Every aspect of their lives – schooling, physical safety, health, economic opportunity – is affected.
INSIGHT
It’s hard to imagine the plight of people on the other side of the world. So, to get Americans’ attention, we needed to find a connection with the content they were already consuming. We found it in the eerily striking parallel between the routes women were walking for water and the remote fashion runways that fill our feeds every fall.
IDEA
During New York Fashion Week, while everyone’s eyes were on the runways, Water For People set out to shift their focus to another: the one that billions of women walk every day. Shot in the Chikhaldara block of India's Maharashtra state, this runway was actually the route to clean water. The models were real women and girls from the local Korku tribe who walk that route up to six times per day. And their accessory, the water jug, was their family’s lifeline.
IMPACT
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IMPACT .
124%
Increase in Donations
1.05M
People Reached
3.6M+
Impressions
“Campaign draws on fashion industry to bring attention to water crisis”
“Water for People’s Fashion Film Spotlights Women’s Daily Struggle for Clean Water”
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