"With the scent can bring water and a little 'well-being of poor children," a word of Giorgio Armani, founder of a unique initiative that transforms the S. Of the great Italian designer Valentino in a declaration of love towards life.
From March 1, with the campaign "Water for Life Challenge", the designer promotes access to safe drinking water to those who do not normally served by these and, together with the non-governmental organization Green Cross International seeks to bring public opinion to the topic .
He does this with its scents (protagonists of the market) in the names that already carry the word "water".
The challenge aims through "Armani" (number one in Italy for 15 years) and "Water of Joy" (judged the best release of 2010), to offer at least 40 million gallons of drinking water the year so far is scarce or not accessible, millions of gallons water for children who need it most.
"We start now from 15 villages in Ghana (a country that despite being rich in water is unable to guarantee access to all NDA) - presents Elio Pacini, President of Green Cross Italy - where they will be made, by Christmas, as many water collection systems (tanks, new wells, but also restoration of existing wells), capable of supplying the needs of local people for 15 years. "
Buy a fragrance then becomes an act of responsibility with "Water for life" because for every bottle sold from 1 March to 30 May, contributing to the project with a donation of 100 gallons of water year. Operation launched by Armani in collaboration with L'Oréal, which has its peak on March 22 when engaging the World Water Day created by the United Nations.
The challenge goes well on the web, where buyers can increase the donation by entering personal code on the package indicated the site www.acquaforlifechallenge.org. .
Additional quantities of water will be donated by creating community on Facebook (at www.facebook.com / acquaforlife), with comments and "like" users, a challenge which group that aims to collect more liters viralizzare the movement to raise awareness and involve the general public to multiply the liters of water as well as keep track of activities in Africa.
Main beneficiaries of the project, explains Pacilio will be children, too often in charge of procuring water for their families, neglecting his studies. Tanks for rainwater harvesting will be constructed on the roofs of their schools, places that will become points of water supply and hygiene education.
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