WaterAid partners Charlotte Prive to address water and sanitation challenges

WaterAid Ghana has announced its new campaign, ‘Fashion4Change’, a partnership with Charlotte Prive, a made-in- Ghana upscale ready-to-wear fashion brand.

The fashion house has created an exclusive collection in-which sale from the collection will go to WaterAid Ghana to help them reach more people with access to WASH.

According to the Country Director of WaterAid Ghana, Abdul-Nashiru Mohammed:” Access to WASH is an essential prerequisite for communities to prosper. Over the last 30 years, we have reached over 2.3 million Ghanaians with water, sanitation and hygiene services and over 900,000 with improved sanitation.

We are delighted to work with such a creative and passionate designer, who is committed to contributing his talent to ensure social justice.”

The partnership will enable Charlotte Prive to raise such needed funds towards fighting for universal access to water, sanitation and hygiene.

“We are confident that shoppers will be delighted with the new collection and will encourage them all to own an item from this collection whilst contributing to improving lives across Ghana”, he added.

Nana Kwame Adusei, the award-winning Creative Director of Ćharlotte Prive explained noted: “As Charlotte Prive has grown in imagination and influence, it is of utmost importance to us that we use this influence to positively impact our community. WaterAid inspired us to follow their lead in driving water and sanitation efforts, because every Ghanaian deserves access to clean water and sanitation. We look forward to making “doing good” as easy as picking up a new Charlotte Prive dress.”

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WaterAid aims at helping to drive the significant changes necessary for universal access, by reducing inequalities that prevent people from having access to water, sanitation and hygiene.

“Our work will strengthen sustainable services to ensure water, sanitation and hygiene services that last. We will also work with others to integrate water, sanitation and hygiene into the plans and policies of the sustainable development sector. We have also focused in on improving hygiene behaviours to bring about the greatest change and maximise the benefits of having access to water and sanitation.”, a statement copied to the B&FT stated.

It further said: “We believe that WaterAid has a crucial role to play in this journey: reaching the world’s poorest people through working in partnership and using our experience at all levels to influence for change.

WaterAid will continue to meet the everyday ‘needs’ of people and communities, but we will also more deliberately address the root causes of lack of access to water, sanitation and hygiene.”

The launch

On Friday 21st September, Founders Day, WaterAid Ghana and Charlotte Prive, unveiled an exclusive collection that gives back to eliminate WASH poverty with every purchase.

The event was held in Accra, and was live on Instagram and Facebook. The campaign dubbed ‘Fashion for Change’ was launched with a first viewing of the full collection, models graced the catwalk, clad with complimentary accessories from The Shop Accra.  The event was graced by a host of celebrities including movie stars, fashion bloggers, lifestyle influencers and the contestants of TV3 Ghana’s most beautiful (season 12), amongst others.

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During the intermissions, patrons were treated to a wide-range of videos, depicting the vast impact the lack of water, sanitation and hygiene has on our health system, our education and wider economy.

To change the narrative, the general public is encouraged to support WaterAid to make a lasting change by purchasing any item of the ‘Fashion for Change’ collection available at all Charlotte Prive stores located in East Legon, Labone and online. All proceeds from the collection will support WaterAid’s effort in reaching hardest to reach communities with clean water, decent toilets and good hygiene.

WaterAid Ghana also used the opportunity to launch its Quick Response (QR) code, created by Ecobank.  The code has been created to aid, cashless donations.  The quick and easy method of giving enables the user to give directly from their phone directly to WaterAid without any charges.

WaterAid is an International Development NGO whose vision is a world where everyone everywhere has access to safe water and improved sanitation and hygiene services.

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