World Water Day was on March 22, 2011 and Armani, fashion icon, partnered with Green Cross International to promote clean drinking water for people in need. In impoverished parts of this world, clean water is scarce. "Water is such a simple word, but like all simple words it has a profound significance because with nature, and a marvelous sense of freshness," said Giorgio Armani.
Giorgio Armani's two fragrances, Acqua Di Giò and Acqua Di Gioia are the product used in his Acqua for Life campaign. For every bottle of the fragrances sold, the designer would provide 100 liters of clean drinking water per year to children and their communities. You can read more here: http://www.nytimes.com/2011/03/22/fashion/22iht-FWATER22.html This is one campaign that is an excellent approach to brand philanthropy. It is clean, simple, and consumers can understand it.
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