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March 2010

March 2010. What is Thirsty Planet?. The Thirsty Planet brand is owned by UK company Water Brands Ltd who also own and manage the production and distribution of Harrogate Spa Water.

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March 2010

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  1. March 2010

  2. What is Thirsty Planet? The Thirsty Planet brand is owned by UK company Water Brands Ltd who also own and manage the production and distribution of Harrogate Spa Water. Thirsty Planet was launched as a dedicated charity brand and is the only bottled water brand to state the amount of donation on each and every pack which is sold. Thirsty Planet has an exclusive agreement with the charity Pump Aid and since being launched on World Water Day in 2007, has raised over £1,100,000 for clean water projects in Africa. Over 4,200 pumps have been funded since March 2007. Thirsty Planet is seeing it’s distribution grow in a number of key trade channels including the major food retailers, travel , vending and education.

  3. Every litre of Thirsty Planet provides at least 15,500 litres of clean water.

  4. Since it’s launch Thirsty Planet has funded the provision of over 750 billion litres of clean water in Africa

  5. Concept • Thirsty Planet has put in place a transparent and measurable means of supporting Pump Aid which is dedicated to introducing clean water and sanitation solutions to Africa. • Thirsty Planet consumers know exactly how much money is being donated to the charity every time they buy a bottle. They will also know exactly how many litres of clean water are funded from each and every bottle they buy. • Retailers and distributors can easily monitor and measure the benefits. It is possible to know exactly how much money has been raised and how many pumps have been built at any time. • The Thirsty Planet brand is fully managed by a dedicated and experienced bottled water company. • The key advantages: • A guaranteed contribution to the charity stated at the point of purchase • Full commercial controls and full cost transparency • Senior management experience and expertise within the bottled water • category • Dedicated account/brand management and effective trade and consumer PR

  6. How does Thirsty Planet differ from other charity waters ? • Thirsty Planet states and guarantees a level of donation and litreage benefit on every bottle or pack • Consumers are given weekly updates on the amount of money raised and litres funded via the website • Thirsty Planet works with a dedicated charity and manages all commercial aspects of the sales and marketing of the brand • The combination of the donation from Thirsty Planet and efficiency of Pump Aid means that more people can benefit more quickly than other charity water brands • To date, over 4,000 pumps have been funded • Thirsty Planet has very quickly established itself as the UK brand leader

  7. Cost/benefit illustration

  8. Donations and Benefits 1 litre Thirsty Planet funds at least 15,500 litres of clean water The additional benefits are : • Children no longer have to walk miles to fetch water • This allows them to go to school to gain an education • The waste water is used by villagers to help grow vegetable crops for food allowing them to be sold for a small income • There are significant improvements to health and quality of life • Significant reduction in deforestation as water no longer needs to be boiled

  9. Helping move from this….. …..to this!

  10. Feedback • Thirsty Planet wants to keep its customers informed of exactly how much money is being raised through an informative website: www.thirsty-planet.com • This will give weekly updates of fund raising and the work being carried out in the field • Each pump will have it’s own unique GPS reference and a certificate will be issued to any organisation or customer who funds a pump. • Customers have the right to see exactly how their money is being spent. All funds within Thirsty Planet will be placed on deposit until allocated. This activity will be audited by one of the leading firms of UK accountants.

  11. The website is updated every week

  12. Charity Partnership • Thirsty Planet works exclusively with Pump Aid, a charity dedicated to clean water projects in Africa. www.pumpaid.org • In line with its own simple and direct philosophy, Thirsty Planet has worked with Pump Aid for over two years and has therefore ensured that its partner: • Has a well conceived, simple and sustainable programme • Is well managed and efficient in it’s use of funds • Integrates with the communities it serves to help

  13. “Pump Aid tackles poverty by working with local communities to establish sustainable supplies of clean, productive water and adequate sanitation”. www.pumpaid.org

  14. Pump Aid History • Pump Aid works and trains rural communities in Africa, bringing them access to sustainable, clean, productive water and safe sanitation • Since becoming a registered charity in 1999, Pump Aid has built over 5,500 pumps enabling over millions of people to have access to clean drinking water.

  15. Values • Sustainable: This is at the core of Pump Aid’s philosophy and is the most important element of everything that is undertaken. • Efficient: Pump Aid’s values are steeped in the need to minimise on waste and cost, but maximise on efficiency. The technology is extremely efficient and as an organisation they aim to be the same. • Learning: Pump Aid aims to continue to develop and learn from both partners and communities. There is a strong learning culture through the organisation which will continue to be actively encouraged. • Accessible: The ethos behind all of Pump Aid’s work is that sustainable water, sanitation and good health should be accessible to all.

  16. Pump Aid works with a number of other effective and credible aid agencies and is very aware of the cultural and social issues relating to its work. It employs local people to assist in the preparation and installation of the pumps and this approach, together with the simplicity of the technology, ensures that over 95% of the 5,000 pumps are working at any one time.

  17. Targets • To provide 15 million people with water, sanitation and healthy nutrition by 2015 • To raise 75 million GBP by 2015

  18. Reaching 15 million people • Direct implementation in 10 countries throughout Africa • Training other organisations to implement their programme • Social enterprise programmes to reach those who can afford to purchase their technology

  19. Achievements to date • Pump Aid has been incredibly successful over the past 10 years. • Awarded the prestigious St Andrews Prize for the Elephant Pump programme in 2006. • Awarded the St Andrews Prize for Environment for the Elephant Toilet in 2008 • Major NGO’s have recognised Pump Aid’s work through working together and becoming partners • Now employ 60 field staff in Africa and 6 staff in the UK.

  20. Raising the profile 13 Articles ran from 28th November 2008 to 10th January 2009 • Generated over £300,000 to date from readers of The Times and over £20K in gift aid. Donations still being received. • Estimated cost of commissioning articles £250,000 • Corrine Bailey-Rae appeal on 30th November • Aired 4 times in November on BBC Radio 4. Also featured on BBC World Service • Generated £40,000 • Both Appeals generated a huge amount of interest from the general public and have brought numerous regular supporters

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