Edelman and Water for People Reveal Haute Couture-Style 'Runway For Water' Awareness Film

Edelman and Water for People reveal new spot. Last week the global nonprofit launched its first major awareness campaign during... New York Fashion Week.

In a subtly subversive effort, the brand premiered a glossy, haute couture-style film worthy of fashion cat walks that presents a different, lesser-known runway – the path that women and girls walk every day to get clean water for their families. Shot in the Chikhaldara block of India’s Maharashtra state, the film features real women and girls from the local Korku tribe. Most notably, they weren’t dressed in a new collection, but in their own clothes.

Around the world, women spend 200 million hours a day collecting water, and in some parts of India, women will make the trek six times a day, walking as much as 10 miles a day for water. The #RunwayForWater campaign aims to drive awareness to the global water crisis, specifically the burden that falls on women and girls. Edelman was the lead agency behind the effort, tackling everything from creative ideation to on-the-ground production in India.