10 litres of water, a luxury in many parts of the world.
In 2015, this initiative took on new developments in Ghana, the Ivory Coast, Senegal, China, Bolivia, Mexico and, for the first time, in Argentina. It today ensures access to clean water to more than 80 communities around the world.
On World Water Day, March 22nd 2015, the Armani brand launched a fun new awareness campaign for its audiences (influential bloggers, media, beauty ambassadors and fashion icons). Called the #1DayOn10Liters Challenge, this project consisted in having people not exposed to water shortage live with only 10 litres of water per day. While, in some countries, people use on average 100 litres of water per day, 10 litres in many parts of the world is a luxury.