At rural schools, hand-operated pumps are the only way to draw water. And children don't like the hard work involved. Our challenge was to make these hand pumps easier to use.???

The objective was twofold:

a) Minimize the effort needed to draw the water so that children use the hand pumps.

b) Encourage & engage children to wash their hands using the hand pumps.

The hand pumps are manually operated and are tough to use. This itself was a key deterrence for the kids to use them. The idea drew inspiration from the fact that children respond to games and by gamifying the experience, we were able to connect with them.

By removing the key obstacle and ensuring soap availability, the brand was able to make itself both relevant and accessible.

1500 forgotten hand pumps in rural schools were brought to life with rocking horses.

We also distributed a month’s supply of soap bars for free, to help build the habit of handwashing.

School principals, teachers and parents alike appreciated the idea, as children became self-motivated to wash their hands with soap and daily reminders were no longer necessary.

All this within a minimal budget of just USD 19,000 (INR 11,40,000 conversion: 1USD = INR 60).