Here’s the easiest way you can help end the global water crisis

Many people pay little attention to the ubiquitous role tap water plays in their daily lives: a quick rinse of a toothbrush in the morning, filling up a water bottle before the gym, or the simple pleasure of a hot shower after a long day.

But in some places around the world, the relationship between the average household and a supply of clean water looks drastically different. In fact, one in nine people worldwide lacks access to safe water. In some developing nations, people walk up to six hours every day simply to gather enough water for their families to survive.

“It is almost an overwhelming concept — a crisis of this scale," explains Julie LaGuardia, head of brand partnerships for Water.org. "It's hard to imagine what hundreds of millions of people not having access to water looks like. In many parts of the modern world, people don’t experience that [hardship] in any given day. So it can be difficult to understand, or relate to."

A duo making a difference

Raising awareness is one of the key pillars of Water.org's partnership with Stella Artois. While the two organisations have decidedly different business models, they share similar values when it comes to this pressing and widespread problem.

Stella Artois, one of the most popular pilsner brands in the U.K., has been teaming up with Water.org, a non-profit that implements sustainable financial models to bring water and sanitation solutions to regions in need, for several years.

Original image has been replaced. Credit: Mashable

Since the two joined forces in 2015, Stella Artois has helped people provide more than 1 million people in the developing world with access to five years of clean water through the sale of more than 500,000 Limited Edition Chalices, and by directly donating more than $8 million to Water.org. Last year, the brand announced a multi-year commitment to the partnership, setting an ambitious goal to reach 3.5 million people through the partnership by 2020. Overall, Water.org has reached 10 million people over the course of its 25-year history.

This year, the organisations are taking their collaborative efforts to new heights. Starting now and lasting through mid-April, Stella Artois is expanding how customers can support Water.org by contributing donations for every pack purchased or pint ordered at a pub. Buying one Stella Artois equals one month of clean water for a family in need.

"The beauty of this campaign is that it makes contributions both tangible and digestible," explains LaGuardia. "The donation mechanic we’ve created for consumers to get engaged is really meeting people where they are."

This latest effort leverages an activity that consumers are already engaging in — they’re already buying beer. Now, when they make such a purchase during, say, an average Friday happy hour, they’ll also be supporting a noble cause.

"Our partnership with Stella Artois is unique in that in addition to a corporate donation, it also includes a storytelling component and a consumer engagement component," says LaGuardia. "It creates a local platform for consumers around the world to also participate in the solution."

Want to be a part of that solution? Learn more about how you can contribute here, or donate directly to Water.org here.