LS&Co. Unzipped

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Dec 22 2011

From Minneapolis to Ethiopia

Back in March, to mark World Water Day, the Levi’s® brand partnered with water.org to drive awareness about the world’s water crisis. The goal was to fund sustainable water programs and, in this case, provide some 200 million liters of water to communities in need of reliable water access.

On Facebook, the brand developed the Levi’s® WaterTank, which encouraged consumers to take simple steps in support of global water issues in a fun and competitive way.

They could, for instance, pledge to wash jeans less and take shorter showers … tweet a message that contained “#waterless”…and answer water-related trivia questions online.

Kathleen

Ultimately, the WaterTank challenge resulted in a winner – Kathleen McDonald from Minneapolis. That's her in the middle of the picture, with her daughter, Maddy on the right and me on the left.

As the winner, Kathleen and Maddy traveled to Ethiopia last month to see a community receive access to clean drinking water along with Water.org. I was lucky enough to accompany them.

It was an awesome trip -- and sobering.

No matter how much you read in the media, it's hard to fathom how fresh water can impact people in a remote village until you see them benefit from it first-hand. It was a life-changing experience for me, and I think the trip also had a tremendous impact on Kathleen and her daughter.

The pictures from the trip are pretty amazing, and I wanted to share a couple of them here.

Posted By: Lindsay Sornberger, Levi's® Brand Marketing

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Tags: Levi's®,Social Responsibility

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