After India's most celebrated Bollywood star Shah Rukh Khan becoming the brand ambassador for Geneva-based Water Supply and Sanitation Collaborative Council (WSSCC), now Indian cricket players are to promote sanitation and hygiene in the country.
Yusuf Pathan and Irfan Pathan have already shot a clip, in which they are asking people: "Adopt the WASH hatrick - sanitation, hygiene, clean water - for healthy living".
The posters of Pathans were displayed at the Global Forum on Sanitation and Hygiene, which has recently concluded in Mumbai. The Forum held by the WSSCC (Water Supply and Sanitation Collaborative Council), saw the participation of over 450 people from over 70 countries.
"There is probably no other sport that unifies and moves billions of people in South Asia like cricket does," says Keifer. "Sanitation is a non-attractive subject but celebrities like cricket stars can make it sound cool and an excitement can be built around the issue," he adds.
Starting a pilot campaign on Hand Washing Day on October 15, WASH United will aim to intensify the campaign during the next international 20:20 cricket series, which is scheduled to take place in Sri Lanka, Bangladesh and India in 2012, 2013 and 2014, respectively.
It will involve cricket players from these nations to convey the message of sanitation among the masses, especially children and youth.
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