Volvic has joined with the United Nations Children's Fund (UNICEF) for the launch of a drink campaign that will bring clean water to rural parts of Africa.

Danone, the owner of the water brand, said today (16 January) that for every litre of Volvic bottled water bought between 1 April this year and 31 August 2008, it will donate funds to UNICEF to provide at least ten litres of clean drinking water to residents in two districts of the Benishangul-Gumuz region of western Ethiopia.

The Volvic campaign, named 'Drink 1, Give 10', will officially launch in the US and Canada in the spring, with the bottled water company having already pledged a minimum of US$500,000 to the US Fund for UNICEF for the two years.

UNICEF US Fund president and CEO Caryl Stern said: "We're excited about this partnership and the opportunity for this promotion to create a meaningful connection between industrialised countries like the US - where clean water is plentiful - and the developing world, where clean water is scarce. Through an activity Americans do everyday, consumers in this country can make a difference." 

"The international Volvic promotion has already generated over $1m to support UNICEF water programmes in Africa through the sale of Volvic in Germany, France and Japan. Over the span of two years, Volvic North America's donation will result in 45,000 community members gaining access to not only clean water but also sanitation and hygiene education services," the company said.

Volvic importer AMI Brands CEO Olivier Sonnois added: "We've seen great consumer response to this campaign already in France, Germany and Japan, and look forward to seeing as much success with our upcoming North American initiative. We can think of no better partner to align with than UNICEF and look forward to a magnificent and lengthy collaboration for the 'Drink 1, Give 10' campaign. Together we can and will make a difference."