The brand, owned by Anheuser-Busch InBev, is providing six months of clean water to someone in the developing world for every multipack of Stella sold, and one month for every bottle sold in pubs. It is introducing limited edition packs to highlight the programme.
A 30-second TV ad, launched this week and running for four weeks, features an animation appearing on a Stella Artois chalice glass, with a voiceover from Damon about the aim of the campaign: to end the need to walk for miles to collect clean water still faced by millions of women.
A 60-second spot (below), running for five-and-a-half weeks in cinemas, goes into more detail on the economic and social advantages of ensuring a supply of clean water, by introducing Elizabeth, a Kenyan woman who previously had to rise early and travel to collect water, but now has time to dedicate to creating a business.
The two ads will be supported by social media, including a documentary launched on Facebook that also tells Elizabeth’s story.
Water.org was created in 2009 when Damon’s organisation H2O Africa merged with WaterPartners, founded by Gary White.