VOSS Water of Norway has announced the return of its “31 Days to Make a Difference” program for the fifth year in a row.
Statistics show that 663 million people worldwide use unimproved drinking water sources, and nearly half of these people live in Sub-Saharan Africa. Additionally, everyday 6,000 children die from preventable diseases associated with inadequate sanitation, poor hygiene and unsafe water – more deaths than HIV/AIDS, malaria and measles combined.
Between World Water Day (March 22) and Earth Day (April 22), the Voss Foundation’s mission is to raise awareness about these issues through retail based consumer promotions. They are running a national awareness campaign with the theme 31 Days to Make a Difference to draw attention to the issue of access to clean, safe water worldwide that affects so many people.
In addition to in-store activities, an integrated communications effort with radio ads, social media and public relations will support the campaign.
VOSS Water also conducted research to see how beverage drinkers feel about brands educating consumers about social issues and global philanthropy. Below are some key findings:
- 78% of people buy beverages on a regular basis
- Of those people, 64% say it’s important to purchase brands that support global social needs
- Millennials and men especially like brands that do good. In fact, 54% have switched to brands after learning that the brand supports and practices social responsibility. 40% of these respondents were Millennials, age 18-34, and 28% were male vs. 13% female.
- 78% of those polled say that it makes them feel good to purchase products that have a positive social impact
- 56% would pay more for a product if the product/company supported positive social and/or environmental impact
Mona Lipson, Director of Strategic Advancement & Corporate Citizenship at The Voss Foundation tells DIVERGE more about the campaign:
Why did Voss decide to do this campaign?
Voss Foundation was initially founded by the directors of VOSS of Norway as an independent non-profit organization to address the availability of clean, safe water resources and hygiene in Sub-Saharan Africa. And the 2017 31 Days to Make a Difference program marks the fifth year that VOSS Water has supported Voss Foundation’s mission.
What is significant about this campaign?
The theme “Help VOSS Build a Well,” is brought to life in store for the first time this year with compelling merchandising including modular stackers, danglers, cooler clings, racks and a QR code shoppers can scan to learn more about the foundation’s work and donate if they choose. Expanding awareness of 31 Days through media, VOSS will air tag radio spots in select markets and support the program with robust social media and publicity. VOSS has teamed up with two socially conscious retailers, Smart & Final in the west and Jewel-Osco in the mid-west.
How can others that want to help participate?
Contributions to help Voss Foundation continue to fund and maintain water, sanitation, and hygiene projects can be made on www.vossfoundation.org or please contact info@vossfoundation for more information and how you can help today.
When and where will this campaign run? From World Water Day Through Earth Day (March 22-April 22). It will also run on social media, on radio promotions and in-store at Smart & Final and Jewel-Osco.
How will the partnerships with the store help?
We think a great deal! For instance, Smart & Final and Jewel-Osco will participate to actually help build wells in Sub-Saharan Africa. Here’s how it will work: shoppers will see special displays that call out the retailer’s name using “Help VOSS Build a Well.” At the end of the program VOSS Water will fund a well project in the retailers’ names.
Where can we find out more?