Execution

Our client Swechha, an NGO, wanted to raise public awareness to clean and save the Yamuna. By mobilizing citizen groups, corporates and the general public, we wanted to bring the plight of the river to the attention of the city’s authorities and the media. We thought, what if instead of using conventional medium, or celebrity spokespersons, we got the river to speak for itself? We collected the disposable plastic bottles thrown as garbage from the river itself and made a curious installation out of it. A message in the river that asked for “HELP.” At night tiny LEDs lit up the same message. Over the next few days as the news spread, and people’s curiosity grew, announcements in trains, and popular Radio stations guided them. In and around the site, pamphlets were distributed. All explained the extent and the urgency of the problem. It asked everyone to come and clean their river on a specified date.