INTO DUST premiered on Amazon Prime, before being made available on WaterBear, YouTube (via the RealStories channel), and Kinema. But INTO DUST is more than just a film, it is a campaign for change. The film was funded by The Grundfos Foundation, who are passionate about addressing the global water crisis, and as part of the distribution strategy, the Foundation also funded a global impact campaign. This campaign was driven by a commitment to leverage the film to start conversations about water justice, to engage policymakers and other diverse stakeholders tackling global water justice, and to share the expertise of water activists in communities directly impacted by water scarcity and inequitable distribution of water. The campaign was led by our impact producer partners Rebecca Lichtenfeld, Red Owl Partners and Samia Khan.
We accomplished our goals through over 100 screenings worldwide, both in community settings and at high-profile events such as SXSW, SIWI 2021, Geneva Water Hub, New York Water Week, and in observance of the UN Commission on the Status of Women. We engaged the UN Special Rapporteur on the human rights to safe drinking water and sanitation, Pedro Arrojo-Agudo, who was inspired by INTO DUST to explore using film as a tool in his own work with the UN. Mr Arrojo-Agudo hosted a screening at the UN in Geneva.
We engaged 18 community partners across Africa, Asia, Australia, Europe, North America, and Australia, as well as prominent Pakistani social media influencers to help promote the film and ratify our impact strategy. With the guidance of Aquila and Sahar Ismail, the Orangi Pilot Project, and an advisory board of water experts, we produced two discussion guides for Civil and Private sector audiences to use the film to facilitate conversations about equitable water distribution and a lesson plan for teachers looking to use INTO DUST in the classroom.
The INTO DUST impact campaign is rooted in the belief that Perween Rahman’s story, while specific to Karachi, has global resonance. We are dedicated to drawing attention to the work and calls to action crafted by experts on the ground, and to uplifting the voices of all those impacted by ineffective and inequitable water governance. We strive to do this work in a collaborative and intentional manner.
Find out more at www.intodustmovie.com