Milestone for LifeStraw’s ‘Follow the Liters’ campaign
LifeStraw, a global leader in developing innovative filtration and purification products for safe drinking water, recently launched a big year of developments with its third annual Follow the Liters campaign in western Kenya
The humanitarian campaign reached a major milestone last month, bringing sustainable access to safe water to more than 618,000 schoolchildren. LifeStraw promises that this major feat is only the beginning of a high-impact year marked by a brand licensing partnership with the American Red Cross, the roll out of new filtration products, a greatly expanded retail presence, and additional programmes that link its retail business to its humanitarian safe water mission.
LifeStraw’s Follow the Liters programme is an ongoing campaign that follows a simple formula. When a consumer in North America or Europe buys any LifeStraw water filter or purifier, one school child in a developing country receives safe drinking water for an entire school year. This is achieved because a portion of the proceeds from retail sales is used to purchase and distribute high-volume LifeStraw water purifiers to school children in rural Kenya and rural India that do not have access to safe drinking water, and to educate them on safe water practices. Last month, LifeStraw distributed 2,652 LifeStraw Community water purifiers and educated over 257,000 children and teachers at 380 schools in western Kenya and Homa Bay. After the distribution, 1,011 schools received the purifiers, providing ongoing access to safe water to more than 618,000 school children. LifeStraw Follow the Liters has the goal of reaching over one million school children by 2018.
Furthering its mission to be the global safe water leader, this year LifeStraw is also planning on beginning a brand licensing partnership with the American Red Cross. The organisation recommends that households and businesses have a supply of water on hand for each person in case a disaster occurs. LifeStraw’s water filtration products provide American consumers with the confidence that their water will be filtration safe for use in the event of emergencies.
LifeStraw has also expanded its Safe Water Fund, an online non-profit platform that enables socially conscious individuals and organisations to support safe water programmes. In 2015, the Fund mobilised access to safe water for victims following the earthquake that struck Ecuador in April and the hurricane that destroyed parts of Haiti in October.
On the retail front, LifeStraw is to unveil an ambitious collection of category-expanding water filtration products designed for diverse consumer uses. These will be available in time for holiday gift sales. At the same time, the brand will enjoy a vastly increased retail presence with expansion into major mainstream retail outlets. LifeStraw is sold in North America through LifeStraw’s exclusive partner, EarthEasy, and can be purchased in retail stores or online at www.lifestraw.com
- LifeStraw focuses on innovation of technology that converts microbiologically contaminated water into safe drinking water with products that are designed to fit the needs of the people that use them. It is dedicated to improving the health and quality of life for people, many of whom live in developing countries.
- Main image | Disease control textile company Vestergaard Frandsen’s LifeStraw Community Follow The Liters campaign in western Kenya, where 300 schools receive Vestergaard Frandsen’s LifeStraw Community water filters