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Danone Waters UK & Ireland has announced that the marketing campaign for Volvic’s 1 litre for 10 litre (1L-for-10L) charity promotion will be backed by Hollywood movie star Thandie Newton. For every litre of Volvic water purchased in the UK, the company will provide ten litres of water to Africa in partnership with international relief and development charity World Vision.

The British actress visited the site of an existing World Vision well in Mali, where she personally witnessed the difference a well can make in a community. She explained: "My trip to Mali was a humbling experience, and one that I will never forget. Having seen first hand the vital difference, clean, safe water makes to the lives of children, women and the wider community, I hope that people in the UK will get behind the 1L-for-10L campaign."

A substantial marketing campaign is planned to promote the charity initiative on branded packs of Volvic Plain and Volvic Touch of Fruit from April through to September 2008. The campaign will run across different media including a national radio advertising campaign, a national print campaign and online activity which incorporates the launch of a dedicated website www.volvic1for10.co.uk featuring interviews from Thandie Newton, villagers and World Vision.

The website will also keep consumers informed of how much water has been generated by the Volvic initiative. The planned target is to generate a total of over 6 billion litres of water in Africa over the next few years.

Danone Waters Marketing Director Patrick Kalotis commented: “We’re delighted to have the backing of such a high profile actress as Thandie Newton involved. With Thandie’s help, the marketing campaign we’re launching for Volvic 1L-for-10L will generate high levels of consumer awareness.”