Armani’s big charity drive

By Doug Newhouse |

From March 1, Giorgio Armani has committed itself to help provide a minimum of 40m litres of drinking water to populations worldwide who currently have no access to it (primarily children) under its ‘Acqua for Life Challenge’.

This tremendously worthy effort is being made alongside Green Cross International to raise awareness of the issue. Giorgio Armani will also support the Unicef Tap Water Project for the second year running in the US.

Centered on the world of Acqua di Giò and Acqua di Gioia, two fragrances in harmony with this theme, Armani will provide a comprehensive and innovative network of support and solidarity to that which has already been created – with a particular focus on the Internet.

Armani said: “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, well-being, a serene encounter with nature, and a marvellous sense of freshness.”

Due to be launched on March 1 on Twitter, among other platforms, ‘Acqua for Life’ will reach its height on March 22 which is World Water Day. Initiated by the United Nations following the Rio Summit in 1992, this annual day aims to raise people’s awareness on a global scale of the scarcity of this resource and the associated problems.

With the purchase of a bottle of Acqua di Giò or Acqua di Gioia, each customer will have the opportunity to double their donation of 100 litres of drinking water by going onto the Internet. A unique code per carton will allow each person to become a member or founder and create his or her own support group for this operation.

The Facebook application – – will allow each participant to create their own community, send their own promotional kit and invite their friends to join the movement. In this way, everyone shares the awareness-raising message and creates a buzz. 

Via their network, participants will be able to bring their friends on board creating a viral effect. By joining the community created, these friends will automatically donate 10 litres of water. The more members, the wider the reach, the more communities and the more funds collected. The statistics available will allow each user to measure the day-to-day activity and development of his or her community.

The site,” will host the campaign and monitor how the results are progressing, along with all of the issues associated with drinking water in the world. 

The concrete actions undertaken – drilling, wells, construction of rainwater collection systems, strengthening of the populations’ resources – will also be detailed on the site[what a brilliant initiative-Ed].


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