What they asked us to do...
In the fall of 2007, the U.K.-based bottled water brand Volvic launched its 1L-for-10L program which aims to supply safe, clean water through new pumps and fresh water wells to hundreds of thousands of people living in Africa. Danone Waters asked Cohn & Wolfe to demonstrate the company’s commitment to sustainability by:
- researching and securing a suitable charity partner for the campaign;
- identifying and securing a credible celebrity ambassador and;
- organizing a dedicated press trip to West Africa to promote the program.
The target for 2008 is to generate more than 2 billion litres of water for 6 countries in Africa and create international awareness for the program.
What we did...
Cohn & Wolfe developed a long list of potential charity partners for Danone Waters and clear and workable criteria for assessing their suitability as a charity partner for the campaign. Additionally, we negotiated for actress Thandie Newton to become the campaign ambassador and organized an extensive press trip to Mali in Africa.
Ultimately, we secured international relief and development charity, World Vision, as charity partner and hosted a 4-day on the ground press trip with Thandie and journalists to Mali in West Africa to show how mechanised water wells benefit communities.
Our results...
Currently, twenty-two wells are being dug and mechanized across Africa as a result of the partnership with World Vision. Thandie Newton and representatives from four major print media including The Independent and Eve magazine toured Mali to see the program in action. Press results include a 3-page spread in Hello, a 4-page feature in Eve with print & broadcast coverage lined up to support the launch including the Times Body & Soul, ES magazine and Channel 5 news (London).