Bottled water brand Voss will run a US-wide awareness campaign to promote clean water, sanitation and hygiene initiatives in sub-Saharan Africa.
The campaign kicked off on World Water Day yesterday, and will run for exactly one month until 22 April, which is Earth Day. It will aim to raise awareness of the fact that more than 300 million people in sub-Saharan Africa lack access to clean drinking water.
The brand will raise funds for water projects on the continent by working with the Voss Foundation – the fifth year that the company has supported the foundation’s mission through retail-based consumer promotions. In addition to in-store activities, an integrated communications effort with radio ads, social media activity and public relations will support the campaign.
Voss Water chief marketing officer Ken Gilbert said: “World Water Day through Earth Day is great timing to educate people about global clean water issues. We are running a national awareness campaign with the theme 31 Days to Make a Difference to draw attention to the issue of access to clean, safe water worldwide that affects so many people.”
And Mona Lipson, director of strategic advancement and corporate citizenship for the Voss Foundation, said: “In many parts of Sub-Saharan Africa, women and children are the ones designated to travel long distances to collect water for their families daily needs preventing them from working or studying in school. This has a profound impact on the quality of life and productivity in these communities.”
According to a survey conducted by Voss Water, almost 65% of consumers say that they think it’s important to purchase brands that support the world’s social needs, such as a lack of access to clean water in the developing world. Millennials and men, in particular, like brands that do good. In fact, 54% have switched to brands after learning that the brand supports and practices social responsibility.
The research appears to suggest that men are twice as likely to switch to a socially responsible brand than women. 78% of those polled say that it makes them feel good to purchase products that have a positive social impact, while 56% would pay more for a product if the company supported positive social or environmental change.
Also for World Water Day, bottled water brand One Water trialled a ‘dirty water’ sleeve in the UK that raises awareness of a problem experienced by millions in Africa.
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