Reckitt Benkiser(RB), world’s leading consumer health and Hygiene Company, today announced its collaboration with Srishti Bakshi as she embarks her 3,800 km cross country walk to create awareness and open conversations around the health and hygiene practices for the women of India. This partnership comes as a continuation to RB’s effort towards developing a social and behavioural change strategy to trigger people’s mind-set and establish the new way of life.
Srishti Bakshi, Founder CrossBow and an Empower Women Champion for Change 2016-2017 started her pan India walk with team Crossbow, covering 3,800 kms over 260 days from Kanyakumari to Srinagar. The walk will begin from Vivekananda College, Kanyakumari (Tamil Nadu) and is aimed at creating awareness across India for women’s safety and empowering them through digital and financial literacy. UN Women’s Empower Women Initiative is dedicated to empowering women to achieve their full economic potential by inspiring both men and women to become to become advocates, change makers and leaders in their community.
Through this walk, Srishti and her team will conduct workshops on women empowerment, health and hygiene, digital and financial literacy, leadership, knowing one’s rights and gender sensitization. The campaign aims to drive awareness in Tamil Nadu, Karnataka, Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Rajasthan, Uttar Pradesh, Punjab, Haryana, Delhi as well as J&K, which will be the route for her entire walk.
RB has spearheaded many campaigns to drive social change including the first-of-its kind Harpic Matrimonial Campaign that focused on curbing open defecation with the help of a subtle yet thought-provoking initiative where the brand aimed to sensitize and dissuade women from defecating in the open and encouraging them to demand their right for hygiene and sanitation. Another strong partnership RB has undertaken with Swades Foundation is to create Open Defecation Free communities by constructing 25,000 household sanitation blocks and promote health & well-being through strengthening access to quality sanitation facilities in households and schools in the next 4 years.
On the occasion, Mr. Rohit Jindal, Director Marketing, RB, said, “Women empowerment is crucial for the development of our country. Srishti Bakshi is undertaking a commendable feat of connecting women across the country with her nationwide walk. Dettol & Harpic through the Banega Swachh India campaign are happy to associate with her as hygiene and sanitation partners. We wish Srishti good luck for her journey.”
Speaking on the campaign Srishti Bakshi said, “Through my Modern Day Dandi March, we hope to initiate change and create awareness that change begins with the individual. We look forward to the open conversations that we hope to engage in along the way and understand the key action points that need our immediate attention. In our eyes, this campaign is an emotion that binds the women of India together, as we set out to create that change and move together in making India a safer, educated and healthier country. It is imperative to create an India with women, for women, with the efforts and vision of women who understand the path to cheer the joy of being a woman. This campaign is for both men and women, as we believe inclusivity is the key to social success.”
Srishti is an Empower Woman Champion for Change 2016-2017. UN Women’s Empower Women Initiative is dedicated to empowering women to achieve their full economic potential by inspiring both men and women to become to become advocates, change makers and leaders in their community