White Salt unveils its experiential campaign for WaterAid India

WaterAid India, a not-for-profit organisation working to ensure access to clean water, decent toilets and good hygiene to some of the poorest and most vulnerable communities, launched its experiential campaign #SaveWaterSaveLife in Kolkata last week. The campaign aims to spread awareness about the increasing water scarcity problem in India and across the globe.

As a build up to Menstrual Hygiene Day (May 28), a key activity of the campaign was ‘Let’s Talk Menstruation’. The activity’s focus was to challenge the myths and taboos surrounding menstruation that prevent women from reaching their full potential. The campaign was spread across three days, from 25-27 May at Forum Rangoli Mall in Howrah-Belur, Kolkata with huge participation from mall goers with Kolkata based Experiential Event Management Company, White Salt Entertainments.

Commenting on the campaign, Dipti Shah, Events Head, White Salt Entertainments said, "While working on this campaign, I learnt and want to share with you that above 800 million people lack access to clean drinking water, world-over. Did you know, 2 out of 5 schools in India don’t offer private toilets to girls? Over 23% of Indian girls drop of schools when they get their period? The statistics are disturbing. This campaign focuses on not only being #WaterWise but also spreading awareness on the tabooed topic – 'Menstruation’ – and the general stigma that surrounds it”.

 “White Salt Entertainments shares WaterAid’s vision in making ‘No Shame In Menstruation’ a reality through this campaign”, Shah further added.

Speaking about the campaign, Nanditta Chibber, Media & Communications Manager at WaterAid India said, “Through these activities, we aim to reach more and more people to spread awareness about the importance of clean water, decent toilets and good hygiene. Today, 163 million people lack access to clean water in India with the situation getting worse in the peak summer season.  Mostly women and girls have to bear the burden of fetching water for the entire family. As it is a scarce resource, it is rationed and so accessing enough water to maintain hygiene becomes the least priority.  This lack of water along with the absence of decent toilets often forces the women and girls in the country to manage their periods in an unhygienic manner leading to serious health issues. Additionally, menstruation in India is also associated with various myths and taboos. This activity was planned keeping in mind Menstrual Hygiene Day to combat negative social cultural taboos associated with menstruation as well as drive home the point that access to water is critical.”