Brita® calls on Canadians to get serious about World Water Day

TORONTO, March 22, 2018 /CNW/ - For the average Canadian, World Water Day on March 22nd is just another day, another twist of the tap and there it is, that reliable, steady stream of water for brushing our teeth, for rehydrating post-run or pouring into the coffeemaker. It's what gets us through the day and so many of us don't even notice.

But it's not the same for everyone, some feel the absence of water more than others. One in ten ? that's 663 million people globally ? lack access to clean water¹.

"This World Water Day, Brita® Canada wants Canadians to stop and think about the importance of water in their daily lives," says Sarah Au, Marketing Manager Brita® Canada. "We want Canadians to understand that small, everyday choices can make a difference ? and we're leading by example."

Since September 2016, Brita Canada has been working in partnership with WE to drill a borehole, helping to provide access to clean water to the community of Irkaat, Kenya. Through the support of Canadians across the country who have purchased over 54,000 specially-marked Filter for Goodtm Brita products, an entire community has been provided with access to clean water in Irkaat. The Filter for Goodtm initiative is about sustainable change, not short-term solutions, with plans for a second borehole in Oloirien, Kenya currently underway.

The real heroes are the Canadians across the country who've purchased specially-marked Filter for Goodtm products. Brita products. Every purchase has created an impact, providing a person with access to one year of clean water.

"Brita is providing a platform for Canadians to trigger real, sustainable change," says Au. "We truly believe in the purchase with a purpose model but it is up to our consumers to determine how much change we can implement I hope that 55,400 is just the beginning."

Powered by ME to WE's 'Track Your Impact' promise, Filter for Goodtm Brita products feature a code on each item sold, allowing Canadians to enter the code on www.brita.ca/impact and follow exactly where and how their purchase has made an impact.

Prior to the borehole ? a 250-metre deep well capable of capturing clean water from aquifers and pumping up to 292,000 litres per day to the surface using solar power ? community members in Irkaat, predominantly women and children, had to make a five-hour round trip to retrieve water, sometimes twice a day. The new water system cuts the trip down to one hour on average, and also includes an access point on the school grounds where students can collect water or clean their hands.

"Every day women and children around the world spend more than 200 million hours fetching water, often from contaminated sources." says Roxanne Joyal, CEO of ME to WE. "Access to clean water is one of the most fundamental and fastest ways to help lift a community out of poverty ? it reduces illness, helps girls to go to school, and leads to stronger agricultural practices. Thanks to Brita's support, thousands of lives have been already been transformed."

World Water Day isn't just another day, it's the day the whole world chooses to take notice of the role water plays in everyone's daily life.

"Brita stands for clean water, period. Whether it is for those in Oloirien, Kenya or Mississauga, Ontario ? it is the first step towards a better life. It is literally breaking communities out of the cycle of poverty," says Au. "Brita is proving that better water can make a better world."

For more details, please visit www.brita.ca/impact

About Brita® Canada
Brita® Canada water-filtration products are marketed by The Clorox Company of Canada. The brand makes filtering pitchers, bottles and dispensers that let people get great-tasting water from any tap. Brita's filters reduce Mercury, Copper, Cadmium, Zinc and Chlorine taste & odour. The Clorox Company (NYSE: CLX) is a leading multinational manufacturer and marketer of consumer and professional products with about 7,700 employees worldwide. www.brita.ca

¹ http://www.un.org/sustainabledevelopment/water-and-sanitation/

SOURCE Brita® Canada