Giorgio Armani To Provide Water For Ghana

From the beginning of March 2011 each bottle of Giorgio Armani fragrance sold will be used to provide water for some selected deprived communities in Ghana.

The move forms part of a partnership between the world’s leading fashion and luxury goods group in the world and the Green Cross International (GCI), a leading environmental organization to promote access to safe drinking water in Ghana.

GCI is currently undertaking a project dubbed ‘Smart Water for Green Schools’ in the country.

As part of the project, GCI builds rainwater harvesting systems for schools, as well as constructs and maintains boreholes and wells to provide safe drinking water for communities. This is done based on the belief that with better access to safe drinking water, school enrolment and attendance among girls will improve.

The Acqua for Life Challenge 2011 will support the expansion of ‘Smart Water for Green Schools’ to more communities, but about 40 per cent of the rural population still lack access to safe drinking water.

A comprehensive support and solidarity network has been devised around Acqua di Gio and Acqua di Gioia, two of Giorgio Armani’s fragrances. During the campaign, which starts on March 1, this year every bottle of Acqua di Gio and Acqua di Gioia sold will help provide access to drinking water for children and their communities.

Buyers will then be invited through a personal code indicated on the outer carton of the chosen fragrance to extend their action online. Alexander Likhotal, President of Green Cross International said “the cooperation between Green Cross International and Giorgio Armani is an innovative partnership model. This is not another ‘feel good’ campaign but a practical step to help make the Right to Water a reality.

It is a pleasure to welcome Giorgio Armani as our partner on this important mission”

Access to drinking water is the basis for everything. Yet safe drinking water is one of today’s key challenges. One out of six people on the planet does not have sufficient access to safe drinking water.

Globally, diarrhoea is the leading cause of illness and death. “Water is such a simple word, but like all simple words it has a profound significance because where there is safe water, there is life, energy, wellbeing, a serene encounter with nature and a marvelous sense of freshness,” said Giorgio Armani.