THE OPPORTUNITY

World Toilet Day (19th November) was an occasion that Hindware wanted to be associated with, in a meaningful way. For this, we conceived the platform of ‘Hygiene That Empowers’, under which we planned to release a campaign each year that would highlight the importance of hygiene in our life. Our research uncovered a startling fact that became the starting point for our 2020 campaign. 23 million girls drop out of school every year due to the lack of a clean toilet! 11.5% of India’s rural schools have no separate toilets for girls and of the ones that did, 11.7% were locked and unusable. The absence of toilets in schools specially affects girls when they hit puberty as they stay back at home for five days every month, missing school work. Eventually, unable to keep up with the class work they choose to drop out completely.

This is how an idea not only helped highlight this pressing issue, but also gave everyone an opportunity to actually do something about it.

THE IDEA

We launched the “Build A Toilet, Build Her Future” initiative under our campaign thought #HygieneThatEmpowers. The campaign focused on encouraging the girl child to continue her education by providing access to adequate sanitation infrastructure at schools. ­­­ We started off our mission by building 9 new toilets and renovating 5 toilets in Aanganwadis and schools across 8 villages around Bahadurgarh, Haryana. Simultaneously, we reached out to the general public to help support this cause.

We launched an impactful 360 campaign, led by a digital film, to highlight the stark reality of girls in village schools. By turning the lyrics of a very popular children’s game called Poshampa into a clarion call for help.

We also launched a microsite to enable consumers to understand more about the cause, donate through purchase of product or volunteer to by raising awareness for the cause. https://www.hygienethatempowers.com

THE RESULT