Giorgio Armani has always been involved in various humanitarian projects, and I repect him for that. The latest such project he’s about to embark on is the Acqua for Life Campaign which will start on March 1.
Through it, he will support both Green Cross International and Unicef’s Tap Water Project in their attempts to bring fresh water to have no access to such commodities. Children are the main target, as they are the most vulnerable to the lack of sanitized water.
The goal is to provide a total of 40 million liters of drinking water to the estimated 900 million people who are deprived across the world. While that’s definitely not enough, it’s still an important attempt to help solve the problem.
Armani has launched a new brand specifically for this that will bring together the two fragrances, “Acqua di Gio” and “Acqua di Gioia” and for every bottle sold, 100 hundred liters of drinking water will be donated to the cause.
This will be accompanied by a Facebook application that is already live, which will make it possible for every participant to double the amount of water donated.
The water distribution will start in Ghana, where over 40% of the rural population doesn’t have access to safe water.
The campaign is planned to start on March 1 on Twitter and Facebook and will culminate on March 22, the World Water Day.
The official website of the Acqua for Life campaign is is live and it shows the countdown to the start.