For every one litre of Volvic sold in the UK, Danone Waters and World Vision will generate 10 litres of clean and safe drinking water in communities across Africa by providing them with mechanised wells.
The 1l-for-10l activity will be linked to pack sales across more than 70 million specially branded packs of Volvic Plain and Volvic Touch of Fruit from February to September next year. It will be supported by a ú3 million marketing campaign that includes TV and print ads, in-store POS and PR activity.
Philip Spencer, marketing director at World Vision, said: "The campaign will help further generate consumer awareness in the UK of the issues of, and caused by, lack of clean drinking water in developing countries.
"This programme will have a dramatic effect on the quality of life for communities across the six identified countries, as access to clean water impacts everything from health and sanitation to education and food production."