Sustainability nonprofit Water for People is using New York Fashion Week to help highlight its efforts in rural India. Nearly 2 billion people around the world don’t have access to safe water, and in most (70%) households without water access, women and girls are primarily responsible for water collection, according to the World Health Organization.
The nonprofit—whose work spans nine countries in Asia, Africa and Latin America—created a short film with Edelman showing the water crisis many women face in the Chikhaldara block of India’s Maharashtra state. In the video, women who walk daily for water are depicted as runway models, whose walk ends at their nearest well. The campaign launched during New York Fashion Week.
“The film reflects the current realities and obstacles women and girls face in their journey to collect water, drawing attention to the fact that the water crisis disproportionately impacts women, including their schooling, physical safety, health, and economic opportunity,” said Katherine Williford, Water For People’s chief growth officer, in a statement.