APPROACH
Ten Water is an initiative developed to align with the UN Millennium Development Goal #7c that seeks to provide safe and clean drinking water to half of the 780 million that do not have it. The initiative unites the hospitality and tourism industries to meet, if not exceed, this goal. By leveraging the power of the private sector to address one of the most critical social issues the world faces, Ten Water is designing a new business model to prove that economic, environmental and social progress are not mutually exclusive. The industry members will raise millions of dollars, while also increasing their bottom line.
Ten Water is a business model: member hotels, restaurants and spas will replace commercially bottled water with filtered water, sell it and contribute 10% of the proceeds to The Clean Water Fund, an affiliate of The Soneva SLOW LIFE Trust. 100% of the monies raised will benefit clean and safe water projects around the world, for example providing water filters to households in Ethiopia, rehabilitating and maintaining boreholes in Madagascar, installing water pumps in Zambia. Over the course of three years The Soneva SLOW LIFE Trust commits to contribute $6.8 million annually to The Clean Water Fund through the Ten Water business model.
The Ten Water Board of Advisors includes: Sonu Shivdasani, Richard Branson, Jonathan Porritt and Edward Norton. Members to date include: Soneva Resorts, Six Senses, Ritz Carlton, Anatara, Dusit, Corinthia, Jetwing, Pan Pacific, Rancho La Puerta, Oberoi, Banyantree, The Ranch at Live Oak, Auberge and Virgin Limited Edition. Celebrity ambassadors include: Tilda Swinton, Shekhar Kapur, Edward Norton, Melanie Laurent, Daryl Hannah.
ACTION PLAN
The Soneva SLOW-LIFE Trust, working with Ten Water, will focus on key ignition points throughout the year including their partnership announcement of industry leaders, the campaign announcement, and on-going global activation points that raise awareness and drive involvement.
On September 18, 2012, the Conde Nast World Savers Awards will announce a unique partnership between Richard Branson, and Sonu Shivdasani designed to raise money, build business, and combat the fact that nearly 11 percent of the global population does not have access to safe and clean drinking water.
During the first quarter of 2013, the Ten Water campaign will 'turn on' at participating hotels, spas, and restaurants with a multi-media & PR campaign that includes an innovative, all-inclusive social networking platform that will engage members, their employees, guests, recipients, NGO's, creative thinkers, and celebrity ambassadors. On World Water Day, March 22, 2013, supporting female ambassadors will address the global community in support of the UN's goals and NGO partners' work on the ground. Beginning in July, Ten Water will celebrate with a 'Summer Tour' featuring high profile musicians.
On the anniversary of the commitment launch, September 2013, Ten Water will release Part 1 of a feature length film documenting the campaign along with a metrics dashboard showcasing the impact of the initiative. Ten Water is in discussions with Google, NBCU, and international distributers to ensure global exposure showcasing progress, success, the model and their members, supporters and ambassadors.
In 2010, the UN Assembly declared that safe and clean drinking water and basic sanitation were human rights, and voiced deep concern that almost 900 million people worldwide do not have access to these vital necessities. Although UN Millennium Development Goal 7c is three years ahead of its goal to provide access to clean and safe drinking water to half of the nearly 1 billion who do not have access, over 780 million people, or 11% of the global population, are still without access to improved water sources (WHO/UNICEF) and over 2.5 billion still lack basic sanitation.
Tourism is keenly promoted as a tool for sustainable development and poverty reduction by the UN World Tourism Organisation (UNWTO) and the recently formed UN Steering Committee on Tourism for Development (SCTD). It is estimated that one billion tourists will travel by the end of December 2012 - 1.8 billion by 2030. Tourism is one of the fastest growing sectors, especially in developing countries (UNWTO, 2011). However, the tourism industry's growth through the years has created an increasing amount of stress on the local environments.
In 2008, Sonu Shivdasani, Founder of Six Senses and Soneva, began filtering and bottling the local water at a majority of its hotel properties. Filtered water was sold to guests and 50% of the proceeds were donated to clean drinking water initiatives around the world. Over a period of three years, between just six resorts, Six Senses was able to raise nearly $500,000 for global water projects. At an industry eco-symposium hosted by Six Senses in 2011, the need for the Tourism & Hospitality to help the UN meet their goals was discussed.
SEEKING:
Ten Water is seeking members from the tourism and hospitality sector to join Ten Water in the fight for clean water for all. The cost of membership is $1,000 per property.
Ten Water is seeking financial resources to build momentum. Ten Water is a 3-year high octane campaign and momentum is critical to success for generating significant public awareness and participation. To support the high profile launch and development, Ten Water is seeking private investment of $1,000,000 for an offered return on investment of 100%+. This could also be in the form of sponsorship, whereas the funding 'brand' uses Ten Water as a marketing platform. Sponsorships range from $250,000-$1,000,000.
Ten Water is also seeking strategic partnerships in the NGO and other sectors, as well as partnerships for global media support to help amplify the message, expand reach globally and unite one of the largest global social networks that includes brands, private sector, public sector, employees, guests, NGO's and recipients on the ground.
OFFERING: Ten Water is not a charity. In fact, it is a business model to unite the private sector and provide a platform for all NGO's and social enterprises working in the sector of clean water.
