#NOWALKING4WATER is the global awareness campaign launched on the occasion of 24th World Water Day. In India the campaign was taken to the masses by bathroom fittings major Roca to highlight the importance of water for urban as well as rural settings.
Under a two-day awareness drive in the second heart of the city – DLF Cyber Hub, Gurgaon – Roca’s team sensitised masses about the life challenges of villagers for collecting water to meet their daily necessities. While Roca announced the donation of a ‘well’ to Garimakullapali B village (district Mamilapalli) in Andhra Pradesh that will make water accessible to more than 190 families, the team invited participants to collectively pledge for #NOWALKING4WATER.
The innovative yet sensitive campaign involved a simulation exercise that got urbanites to carry heavy pots filled with water across a broken bridge, to make them experience what India’s villagers go through daily to fetch water. This creative experiential engagement led to 321 participants pledging #NOWALKING4WATER to support the cause, and further be conscious about the precious water availability in the city.
Roca’s managing director for Indian operations Pau Abelló Pellicer laid out his company’s commitment to conserving water thus, “Right to access clean water is every human’s right. Supporting ‘We Are Water Foundation’ global campaign #NOWALKING4WATER, we have endeavoured to throw light on the importance of water in India too. We are thrilled with the response we received from urban participants in India. At Roca, we have pledged for #NOWALKING4WATER, and donating a ‘well’ is a first step in this direction.”