A water bottling company is to contribute a proportion of profits from every bottle sold in the Republic towards clean water projects in Africa.
In the first major "cause-related" marketing campaign in the State, Tipperary Water and the charity, Concern, have come together in the hope of raising €500,000 over the next 18 months.
Managing director of Tipperary Water Pat Cooney handed over an initial €100,000 to the charity yesterday.
From today five cent from every bottle sold with a "Water For Africa" label will go to Concern's water projects in Eritrea.
The money will be used in Eritrea initially, where 85 per cent of the population is suffering from severe water shortages.
Contaminated water is one of the biggest causes of disease and death, particularly among children.
Mr Cooney said the project was "essentially a group effort, involving a team of three" - his company, Concern and the consumer.
"It's a fantastic project. We are really proud to be working with Concern on it."
He said Concern had initially approached his company about working together and he hoped 100 projects, including well digging, sanitation and irrigation, would be funded as a result.
"Every cent raised will go to Concern. How successful it is depends on the wonderfully discerning Irish consumer of bottled water."
The company's bottled water section has a turnover of €20 million a year.
Tom Arnold, chief executive of Concern, said he was "very, very pleased" about the collaboration. Agreeing it would probably increase sales of Tipperary Water, he said it was a "win, win, win" for everyone involved, "but most especially for the people of Eritrea".
