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Tuesday, April 16, 2013

How Doing One Good Thing Is Making a Difference

Written by  Duane Bailey

Earth Day is Monday, April 22.

Since it was first celebrated here in the U.S. in 1970, it has become an international movement for promoting the planet and a sustainable future. It is now observed in 192 countries across colleges and universities, secondary schools, local communities and a growing number of brands.

If you’re a marketer like me and believe sustainability is about more than simply promoting green products and behaviors, you’ll appreciate brands whose approaches to sustainability marketing include calls to action that champion economic prosperity, social justice and environmental protection.

A brand that is making a difference in these three areas is One, whose tag line is “do one good thing™.” The story of One began in the U.K. with an awareness of a single need – that something needed to be done about the one billion people in the world who lacked access to safe drinking water – and an idea – to create a brand of bottled water where all the profits were given to charity.

While it may seem counterintuitive that a brand concerned with world water issues is selling bottled water, the explanation One provides on its website is what makes its sustainability marketing effort so innovative and unique: “We are not saying buy our water INSTEAD of using tap water; we are saying IF you are going to buy bottled water, buy One and make a difference at the same time.”

The story of One is still being written. Since May 2005, One has raised over $7.8 million for clean water supply projects in countries where the need is greatest (i.e., where over 40% of the population lives in extreme poverty). Thanks to the efforts of One, over 1.5 million people now have access to clean drinking water and, instead of walking great distances to get water, children are now going to school. One bottles are made of PET (polyethylene terephthalate), use less plastic than the typical water bottle and are 50% lighter than the average soda bottle.

So the next time you reach for bottled water, think of One and the difference it is making in the global economy, the lives of people in some of the poorest countries in the world and the environment we call home. 

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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