Stella Artois and Water.org have called for international business leaders, corporations, media and consumers to join the mission to help end the global water crisis at the World Economic Forum (WEF). While onsite, Stella Artois jumpstarted its own commitment to this effort with a multi-year extension of the ‘Buy a Lady a Drink’ campaign with Water.org, co-founded by Matt Damon and Gary White. Through this partnership, they aim to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.
Water has played an important role in Stella Artois’ heritage, and is an essential ingredient in the Stella Artois that is brewed today. Yet by contrast one in ten people in the developing world lack access to safe water. This problem disproportionately affects women and children, who spend millions of hours a day collecting water instead of working, caring for family or attending school.
“I have four daughters and it is tough to imagine them having to walk for hours every day to get clean water, as so many women around the world do,” said Matt Damon, co-founder of Water.org. “We want to put an end to these journeys. Through our partnership with Stella Artois and the campaign launch at the World Economic Forum, we’re inviting consumers around the world to help us do this.”
To mark the long-term partnership between Stella Artois & Water.org, the brand has launched a selection of limited edition bottle packs, available exclusively in the UK from 1 February. The bold new design features on the 330ml and 284ml bottles in both 3x, 4x, 6x, 12x, 15x and 20x packs. Each pack will provide six months of clean water for one person in the developing world. The design features a premium white wrap andwater.org branding to reinforce the brand’s partnership and commitment to ending the global water crisis.
In addition to the exclusive bottle packs, consumers can also get involved and help end the global water crisis by purchasing new limited-edition Stella Artois Chalices. This year’s Chalices feature unique designs by three influential artists – Lisa Mam from Cambodia, Fernando Chamerelli from Brazil and Eria Nsubuga from Uganda. Each design reflects the artist’s experience and artistic interpretation of the global water crisis in their country and represents one of the countries where Water.org provides support. For every Chalice sold through Amazon, Stella Artois will help Water.org provide five years of clean water for one person in the developing world.
Since the launch of the “Buy a Lady a Drink” campaign two years ago, Stella Artois has helped provide more than 800,000 people in the developing world with access to five years of clean water including a young mother from North Kapuonja, Kenya, Elizabeth. This year, the reach and scale of the campaign will be greatly expanded through the increased investments and addition of new countries participating in the program (such as Brazil, Canada, Chile, and Uruguay). The partnership aims to challenge other global companies to join the cause by showing that helping the world can also be good business.
Through a new community programme implemented by Water.org and its local partner Kenya Water for Health Organisation (KWAHO) access to clean water freed Elizabeth from having to walk up to six hours a day to collect water for her family. This allowed her to tap into her natural talents and work as a seamstress for her local community.
Ricardo Tadeu, zone president Africa, AB InBev and who was present at the WEF said “We believe that water has the power to unlock the potential of communities around the world. That’s why Stella Artois is passionate about and committed to helping end the global water crisis, but we can’t do it alone. We’re calling on consumers and business leaders to join us and take action in helping to end the global water crisis.”
Gary White, CEO and co-founder of Water.org, said: “It is unnecessary and unacceptable that every 90 seconds a child dies from a water-related disease. We need partners and committed resources – both human and capital – to help end the global water crisis.”
The partnership between Stella Artois and Water.org contributes to The World Economic Forum’s 2017 Global Water Initiative. It also supports the United Nations Sustainable Development Goal #6, which aims to ensure access to safe and affordable water for all by 2030, and is driven by the belief that a problem of this magnitude can only be solved through collaboration. Additionally, the partnership aims to challenge other global companies to join the cause by showing that helping the world can also be good business.