Flint Culture was engaged by Purpose – a global social impact organisation – as the communications partners for the second edition of their India-based campaign Sweat & Concrete. Led by Purpose’s People First Cities initiative, the campaign aims to bring awareness and advocacy around the issue of heat stress – a growing public health concern in India, and around the world.
Heat stress is defined as the distress associated with extended exposure to an overheated environment, especially during physical work. Global studies such as the 2024 Lancet report as well as in-depth city specific data are part of a growing body of research that is calling for recognition of heat stress as a public health issue, with serious social and economic consequences.
In Bengaluru, People First Cities took a holistic, solutions-oriented approach to tackling the danger of heat stress including design solutions, data-led exhibitions displays, immersive performance art, and community dialogue. By creating a platform to amplify the lived experiences of communities who bear the brunt of rising temperatures, the event hopes to create new, effective and scalable frameworks for coping with heat stress in urban environments.
The event was covered by climate-specialist press, including coverage in The Hindu, Hindustan Times and Mint as well as an extensive feature in the Associated Press, with deep dive interviews and impact notes. Flint Culture continues to support the campaign through the summer with strategic introductions and op-ed placements.
This campaign is part of Flint Culture’s ongoing relationship with Purpose’s India chapter, delivering across issues such as fashion waste, women’s health, and biodiversity in Mumbai – all articulated through the lens of cultural storytelling.
