On the occasion of International Women’s Day, this year, SATO India released a powerful campaign – #ForThemToo to voice the problems of 63 million women in India for their right to safe sanitation.
What started as a digital campaign turned into a movement as it crossed over 2 million views on Facebook in less than four days and received hundreds of messages from people volunteering to be a part of this revolution. Reaching over 4.5 million people (across all platforms), SATO initiated a conversation around safe sanitation for women.
Showcasing tales of distress faced by women who stay in urban slums, the video creates a long-lasting impact that surpasses its short 3: 46-minute runtime. It pinpoints the critical health and safety issues that women are prone to when they practice open defecation.
Speaking on the campaign, Priyanka Tanwar, Head of Public Affairs & Corporate Communications – Asia Pacific, LIXIL said; “India is home to the highest number of people defecating in the open. But it’s women and girls who pay the heaviest price for poor sanitation. We at SATO, are creating innovative sanitation solutions that help people lead better lives and that will help them build better futures.”
“Being a thought leader, our offerings are not confined to the products. Through this campaign, we aimed to bring ‘sanitation’ to the drawing room conversations of the urban people and encouraged them to take action against this situation which exists around them. We also recently organized a skill enhancement training workshop for 150 women masons in Madhya Pradesh to empower them to earn better and respectable earnings for their family,” added Tanwar.
Since its launch in India in October last year, over 30,000 families are already using the innovative SATO products. It saves almost 80% water per flush, makes pit switches easy, and minimizes clogging. SATO India dedicates this Women’s Day to empowering women by upholding their rights to dignity, privacy, safety and most importantly, their right to safe sanitation.