Grey Group Singapore develops Walk in Their Shoes campaign as part of Metro’s charity drive

Metro Singapore, in partnership with Pioneer Junior College, has launched the Walk in Their Shoes campaign which will see television hosts and celebrity couple Oli Pettigrew and Linda Black raise awareness on the difficulties of getting clean drinking water for many rural communities in Asia. The campaign is part of Metro for Children’s annual charity drive to raise funds for Singapore International Foundation’s Water for Life project.

The Metro for Children campaign conceptualised by Grey Group Singapore, runs until 24 December 2013, and hopes to bring to attention the plight of the villagers in Lamongan. As part of the campaign teams of 5 will complete in a 5km walk within 2 hours. The team members will carry a pail of water on their heads, symbolising the walk that people in rural areas like Lamongan have to take in order to get access to clean water.

Ali Shabaz, Chief Creative Officer of Grey Group Singapore shares, “We wanted an experiential engagement that will clearly connect the public with the plight of the people in Lamongan. Walk in Their Shoes literally invites the public to experience what the people of Lamongan have to go through for clean water. We hope this will create a strong impetus for them to contribute to the Water for Life project.”

Throughout the campaign, shoppers at Metro stores island-wide will be encouraged to donate to the cause through charity booths located in-store. Shoppers can also purchase water tumblers that were specially produced for the fundraiser. These tumblers will display the winning entries from a drawing competition held by Metro earlier in the year for students of Karangasem Boarding School in Lamongan.

Funds raised will go towards the purchase and installation of membrane filters that will provide clean and safe drinking water for 50,000 people from over 100 schools and communities in Lamongan. Continuing their partnership with Metro since 2011, students from Pioneer Junior College will participate by conducting basic health and hygiene education at schools and communities in Lamongan.

The public is invited to witness the Walk in Their Shoes relay happening on 15 December 2013 from 4 to 6.30 pm.  The race will flag-off from the walkway parallel outside the entrance of Wisma Atria.