The campaign, created by Cheeze, encourages consumers to make an online pledge to buy "ethical" mineral water. The push will support The One Foundation charity.
The co-operative will also make a donation to The One Foundation for every Fairbourne Springs product sold, which will go towards new water pumping systems in Africa.
A microsite has been created, featuring a viral game linked to The One Foundation. The microsite will show the number of pledges to date. Consumers are also encouraged to pledge through SMS, and the campaign will be backed up by in-store and experiential marketing.
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