Cause marketing campaigns for sustainable growth: Water.org-Stella Artois Partnership

Convenor(s):
Anheuser-Busch InBev and Water.org

Access to water is essential to sustainable economic, social and human development. Today 663 million people lack access to clean water. This crisis disproportionately affects women who, in many countries, are responsible for fetching water for their families. Every day, women in developing countries spend millions of hours collecting water which has many negative health and socioeconomic implications. AB InBev's Stella Artois has partnered with Water.org, through its “Buy a Lady a Drink” campaign for a second year to shorten these journeys and positively change the lives of these women and their families. In 2015, Stella Artois helped Water.org provide five years of clean water to over 290,000 people in the developing world. Through market-based initiatives, women are empowered to play a leading role in community water solutions and take out small loans for household water connections. The campaign has engaged consumers to join the cause in an effort to drive awareness of the water crisis through authentic content and documentary-style videos, and purchase hand-designed chalices from Kenya, Peru and Haiti to provide one person with five years of clean water. This event will highlight the benefits and success factors of such partnerships and showcase the importance of engaging consumers.

11:00 Welcome & Introductions

Ezgi Barcenas, Global Director, Corporate Sustainability, AB InBev

11:15 Overview of Water Stewardship at AB InBev

Ezgi Barcenas, Global Director, Corporate Sustainability, AB InBev

11:25 Overview of Global Water Crisis and Water.org’s market-based initiatives and WaterCredit Program

Nicole Wickenhauser, Director of Strategic Alliances, Water.org

11:35am Stella Artois “Buy A Lady A Drink” Campaign Background and Overview

Ben Butler, Global Content Director, Stella Artois, AB InBev

11:50 am Panel Discussion on Brand Partnerships and Q&A

Moderator: Ezgi Barcenas, Global Director, Corporate Sustainability, AB InBev

Ben Butler, Global Content Director, Stella Artois, AB InBev

Julie LaGuardia, Head of Brand Partnerships, Water.org

Nicole Wickenhauser, Director of Strategic Alliances, Water.org

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Stella Artois Buy A Lady A Drink campaign helped Water.org provide more than 290,000 people in the developing world with 5 years of clean water
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