Water for People India

For Water For People India (WFPI), we conceptualised and managed their social media strategy to increase visibility among stakeholders in the water sector and the government, and to build their image as a credible technical and knowledge partner for water- and WASH-related work.

About Water for People India

Water For People India (WFPI) is the Indian arm of the U.S.-based nonprofit Water For People focused on providing sustainable access to high-quality drinking water, sanitation and hygiene (WASH) services to create a water secure environment, sustained by local communities, businesses and governments.

The Goal

Water for People India wanted to to build their image as a credible technical and knowledge partner for water- and WASH-related work. As part of their awareness and outreach initiative, P4C was tasked with translating the integrated campaign (PR team managed press and events) to an engaging social media campaign that would influence key stakeholders, provide visibility for WFPI’s activities and engage youth, young professionals, WASH professionals, individuals interested in environment related causes, government workers in the conversation.

Our Approach

Guardians of Groundwater
Based on the brief P4C developed a social media strategy that focussed on building knowledge around groundwater, groundwater depletion, and everyday action for saving water. The Guardians of Groundwater campaign was largely driven by video content. Special series were developed such as Deep Dive, 2 Minutes 2 Questions, Community Speaks, and the Guardians of groundwater challenge. P4C also developed a campaign film featuring a message on groundwater conservation from renowned filmmaker and campaign ambassador Imtiaz Ali.

Yuva Ki Lehar (Phase 1)
To meaningfully engage young people through this campaign, offline activities such as seminars, activities, and interactive sessions ran in parallel with awareness content on social media. Series such as Yuva Bol helped to highlight youth voices regarding groundwater conservation and also showcased the impact of the on-ground activities. Vox Pop video format also helped to capture authentic voices and real perspectives.

The Impact

Water for People India now has a strong, growing digital footprint in place. Their new social media look has strengthened their credibility. Based on the positive metrics observed during the two campaigns, WFPI, started their second phase of Yuva ki Lehar, this time focused on the role of safe WASH practices and how they improve the menstrual experience.
The following were some metrics observed during Guardians of Groundwater:

1) With 81.3K views (October 2025) on Instagram the campaign launch video has the highest views on WFPI Instagram page. On Linkedin the video (1032 impressions) is among those which garnered high impressions);
2) On Linkedin the launch video along with teaser and launch day highlights contributed to an average of 13.21% engagement.
3) The special video series and #GGWChallenge contributed to approx 11% engagement on Linkedin. Instagram saw an approx 686% increase (7X times) in views by July compared to April 2025.
4) 99% of engagement on the #GuardiansOfGroundwater video on Instagram came from non-followers.

We created engaging content that showcased groundwater issues, encouraged conservation behaviours, and connected various stakeholders and youth changemakers.

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