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Belu mineral water teams up with WaterAid ambassador Rachel Stevens to help raise funds for World Water Day

Ethical water brand Belu has joined forces with former-pop star and WaterAid ambassador Rachel Stevens for this year’s World Water Day, in order to raise funds for the charity’s clean water projects in the world’s poorest communities.

Belu's limited edition product wrap will be sold exclusively in Sainsbury's

Stevens has collaborated with Belu on a limited edition product wrap that will feature on packaging sold in Sainsbury’s stores nationwide from World Water Day on Friday 22 March. The wrap features Stevens on her recent trip to Ethiopia, where she visited several WaterAid projects experiencing first-hand the importance of access to clean water and sanitation.

Stevens commented: “By buying a pack of Belu with your weekly shop you are buying someone else a drink of safe, clean water too. Some people don’t have a choice, but we do and it’s a really easy one to make - and makes a real difference.”

In July 2011, Belu pledged to raise £300,000 for WaterAid over the course of three years, a target which it has now reached one year ahead of schedule. Belu has confirmed it intends to extend its successful partnership and continue to donate a minimum of £100,000 next year.

Belu CEO, Karen Lynch, added: “We are delighted to have reached our target early and Sainsbury’s sales have gone a long way to helping us achieve that. Working with Rachel not only helps us celebrate this wonderful milestone but will hopefully enable us to raise even more money for the millions of people who still struggle to access safe water and sanitation.”

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

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