case study

Living Water International: Alex & Ani

Living Water International is an internally focused, Houston-based nonprofit that works in 18 countries around the world to bring safe, clean water to communities and families. Their programs also promote sanitary and hygiene practices that drive public health and safety. They engaged WCG to elevate awareness, and drive engagement and donations to support their initiatives.

Media placements
7.9 m

The Challenge:

Living Water International helps communities in developing countries create sustainable water, sanitation and hygiene programs in response to the global water crisis. Alex & Ani, a jewelry company based in Rhode Island, partners with Living Water annually – their Charity by Design collection donates 25% of revenue to clean water initiatives. With our help, Living Water hoped to break through the competitive nonprofit landscape and promote the Charity by Design collection.

Our Solution:

We developed an earned media relations strategy to drive coverage of the Charity by Design collection for Valentine’s and Mother’s Days, primarily by targeting holiday gift guides. We raised general awareness of Living Water International by positioning the jewelry collection to a wide-ranging set of targets within the fashion, entertainment and accessories realms.

The Impact:

By implementing our earned media campaign, we helped Living Water International secure more than 25 total media placements featuring their Alex & Ani partnership. These placements reached a total of 7.9 million people.

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