This year, Aveda celebrates it’s 11th year supporting WaterAid Canada and raising awareness about the urgent global need for clean water. Through their latest campaign, the brand focuses on providing clean and safe drinking water to women and mothers in need living in Belavabary, Madagascar. The campaign, titled “Access to Clean Water Gives Mothers More Time,” aims to not only provide women with safe drinking water, but provide them with more time. Women in Sub-Saharan Africa spend an estimated 40 billion hours per year collecting water for their families. Aveda hopes to minimize this, and give women more time with their families and communities.

 

On her morning trek for water, #Vero must ensure the safety of both herself and her baby girl. She'll no longer have to deal with this worry when she receives access to clean water later this year. ?@ernestrandriarimalala

A post shared by Collega + Aveda Earth Month (@earthmonthca) on Apr 28, 2017 at 3:46am PDT

 

On May 1st, all proceeds from services at Aveda and Civello salons will go towards fundraising for women and families in need of clean water in Madagascar. The country holds significance for the brand as key ingredients in Aveda products such as ylang ylang, cinnamon and vanilla are sourced in Madagascar. “Aveda’s mission is to always give back and care for the world we live in,” read a statement from the brand.

 

#Raoly gave birth to her beautiful girl, Natasha, just three months ago, but that doesn’t mean her responsibility for fetching water stops. Without access to clean water, Raoly must walk three kms to a dirty pond to collect water, all while carrying her baby girl on the journey. Raoly and millions like her deserve better. Support #earthmonthCA today. In support of @wateraidcanada ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ?@ernestrandriarimalala

A post shared by Collega + Aveda Earth Month (@earthmonthca) on Apr 15, 2017 at 10:24am PDT

 

For more information, visit collegaearthmonth.com to learn about Aveda’s other Earth Month initiatives.