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Levi’s waterless pants game/campaign

Mwamanongu Village water source, Tanzania. &qu...
Drinking hole in Tanzania. Image via Wikipedia

Since my day job is looking at how messages are spread through social media, it’s hard to miss some of the interesting ways corporations are trying to tap into it. There is an interesting trend of companies supporting global campaigns for water rights, raising money for earthquake victims, or other humanity efforts. Some people just see it as corporations trying to make themselves look nicer, and in some ways that’s probably right, yet maybe despite their marketing efforts, or on top off, they’re also promoting community, group involvement, and making a change.

For example, Levi’s recently launched a game that also supports water rights around the world. Sure it’s raising awareness about Levi’s, but it also supports the efforts of clean drinking water, and play!

Through the initiative, Levi’s plans to donate $250,000 to Water.org to fund programs that will provide at least 200 million liters of water to the more than 1 billion people who lack access to potable sources. The point of the game goes beyond Levi’s largesse, however. Participants also help telegraph word of the water crisis while reexamining their own use of the precious commodity. (Pledging to wash your jeans less and take shorter showers is another challenge.

I say, go play the game, and when the boss comes by, explain it’s for humanitarian reasons. She’ll buy it, really! 🙂

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