Giorgio Armani pledges support to the cause of water

Giorgio Armani pledges support to the cause of water

March 1, 2011: Leading designer Giorgio Armani has pledged to promote access to drinking water with Green Cross International and raise everyone’s awareness of the issue. Giorgio Armani will also support for the second year in the US, the UNICEF Tap Water Project.

The aim of the project is to meet the “Acqua for Life Challenge” and provide a minimum of 40 million litres worldwide of drinking water to populations without any access to it, primarily children.

When Giorgio Armani decided to become involved, he wanted to “tackle the problem at the root”. Giorgio Armani, therefore, offered to make two of his most famous fragrances, Acqua di Gio and Acqua di Gioia, the vehicles for the ‘Acqua For Life’ campaign. So from March 1, 2011, every bottle sold will generate a donation of 100 liters of drinking water per year to children and their communities. The participants will then be invited, through a personal code indicated on the outer carton of the chosen fragrance, to extend their action online.

Launched on Twitter on March 1, ‘Acqua for Life’ will reach its height on March 22, World Water Day. 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 - enabling everyone to share the awareness-raising message and thus create a buzz. By joining the community created, these friends will automatically donate ten liters of water. More members, the wider the reach, more communities and more funds collected. The statistics available will allow each user to measure the day-to-day activity and development of their community.

The site will keep a track of the results, 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.

Price: Acqua Di Gio (Homme) - 50ml: Rs 3400, 100ml: Rs 4500

Acqua Di Gioia (Femme) - 50ml: Rs 3400, 100ml: Rs 5200

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