WaterAid Ghana has adopted an innovative campaign dubbed ‘Fashion for Change’, in partnership with Charlotte Prive, a made-in-Ghana upscale ready-to- wear women’s fashion brand, to help reach more people with safe water, sanitation and hygiene services.
Charlotte Prive has created a collection for WaterAid Ghana in which all proceeds go to WaterAid Ghana to enable it to reach everyone everywhere.
“The campaign and the collection was launched with a fashion exhibition on Founder’s Day, September 21, 2018, Mhoseenu, Labonne in Accra. The launch served as the platform to showcase the exclusive ‘Fashion for Change’ collection designed by Charlotte Prive in aid of WaterAid. The event was streamed live on facebook and Instagram (@WaterAid_Ghana & @CharlottePrive),” a press release issued in Accra said.
A statement by WaterAid copied to Newsghana.com.gh, said that, over six million Ghanaians lack access to safe water and 18 million lack access to improved sanitation. The lack of water and sanitation have negative effects on all aspects of life, social status, economic opportunities and overall well-being.
For women and girls, no access to sanitation means less time spent in school, less time developing or pursuing livelihood activities, no dignity, no privacy and no safety – they often wait until dark to find a place to defecate.
The Programme Funding and Partnerships Manager of WaterAid Ghana, Charlene Asamoah, said: “Access to WASH is essential to overcoming poverty and to reach Ghana’s commitments to the sustainable development goals (SDGs). 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 need to do more and we can’t do it alone. We are delighted to work with such a creative and passionate Ghanaian designer who is committed to contributing his talent to ensure social justice. Through the sale of the an exclusive collection “The partnership will generate much-needed funds towards fighting for universal access to water, sanitation and hygiene, something all Ghanaians have a right to. 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.”
The award-winning Creative Director of Ćharlotte Prive, Nana Kwame Adusei, explained: “As Charlotte Prive has grown in imagination and influence, it is of the most 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. An idea for a joint T-shirt quickly took flight into a full-fashion collection as we couldn’t stop asking what more we can do. We look forward to making “doing good” as easy as picking up a new Charlotte Prive dress.”
WaterAid is an international development non-governmental organisation (NGO) whose vision is a world where everyone everywhere has access to safe water, improved sanitation and hygiene services.
Charlotte Prive is a Ghanaian upscale ready-to-wear fashion brand. With an award-winning creative director, the brand has gained recognition for its original and captivating designs.