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Levi's celebrates World Water Day
23
Mar '11
In celebration of World Water Day today, the Levi's brand and Water.org are partnering to raise awareness about vital water issues and bring clean drinking water to people around the world. Levi's Water

A new, interactive "WaterTank" game launching today on Facebook inspires consumers to participate in fun, online water-saving challenges. Each challenge completed will 'unlock' water from the Levi's WaterTank and ultimately support Water.org's life-saving clean water projects worldwide. Through this initiative, the Levi's brand will donate $250,000 to Water.org to fund sustainable water programs that will provide at least 200 million liters of water to communities in need of reliable access to this most basic necessity.

Water.org, a non-profit co-founded by Matt Damon and Gary White, is a pioneer in delivering sustainable water and sanitation solutions to communities in need around the world. Today, one in eight people lack access to safe water and 2.5 billion don't have a toilet. Shockingly, four million people die each year from preventable, waterborne diseases. Water.org has worked for more than twenty years with local partner organizations to deliver community-led, sustainable water and sanitation services to those living in poverty and struggling to survive the global water crisis.

Participants in the Levi's WaterTank game will help spread the word about the water crisis while supporting Water.org's global clean water projects. Consumers' daily water use habits can make a difference and even the smallest actions can make a big splash. Recent Levi Strauss & Co. research shows that one of the biggest water impacts of a product during its lifetime actually comes from how consumers care for their jeans. So, the Levi's brand is challenging consumers to re-examine their water use and make meaningful changes in how they use this precious resource.

"We're proud of the innovations we've made in using less water to create our iconic products," said Robert Hanson, President, Global Levi's brand. "But we know that some of the biggest impacts on the environment actually comes after our consumers take our products home. We need everyone's help to reduce our global water footprint – and deliver this excess water to those communities that need it most."

Consumers can take a variety of actions online to unlock water from the Levi's WaterTank. Here are a few ways consumers can help make a difference:

• Pledge to wash your jeans less, take shorter showers and adopt better laundry habits
• Tweet something that contains the waterless hashtag (#waterless)
• Like the Levi's brand on Facebook
• Check-in to any Levi's Store in the United States
• Challenge friends to play the WaterTank game
• Answer water related trivia questions online

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