The Great WASH Yatra

Project Brief

There is a sanitation crisis in India. Thousands of children die every day from preventable diarrhea. Women spend 200 million hours collecting water every day. For every $1 invested in water and sanitation, $8 is returned in increased productivity.

Armed with these facts, WASH United and Quicksand conceptualized and are leading The “Great WASH Yatra"(TGWY): a multi-channel, mega-campaign to promote awareness and behavioral change around sanitation and hygiene practices in India.

KEY PROCESS HIGHLIGHTS

Taking inspiration from typical Indian mela (village carnivals) the campaign journeyed across multiple locations in 5 Indian states. The traveling caravan unpacked into a carnival grounds spanning over 6,000 square meters. Song, dance, theater, art, rides, games, and vendors themed and aligned around a unique narrative involving hygiene heroes vs. blight demons providing education while spreading the message of clean water and sanitation for all.


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