Stella Artois chalice. Credit: Stephen Bowler via Flickr.

Beer brand Stella Artois and charity Water.org are collaborating on a new campaign to provide five years of clean water to those without safe sources of water in the developing world.

Three female artists from different developing countries have designed limited-edition Stella Artois chalices, which can be bought online by consumers in the US. For each purchase made before 31 January 2018 Stella Artois will donate $3.31 to Water.org up to a total of 300,000 chalices.

The artists featured are Silvana Ávila from Mexico, Monica Ramos from the Philippines and Janine Schroff from India. Each of their designs represents their own interpretation of the water crisis in their local communities.

The campaign is part of Stella Artois’ goal to provide safe water to 3.5 million people in the developing world by 2020 to add to the one million people helped by Stella Artois’ donations since they first collaborated with Water.org in 2015. The hashtag of their 2018 fundraising drive is #GiveThemTimeBack because in the developing world many have to choose between employment and providing safe water for their families.

An advert accompanies the campaign which features Matt Damon, film-star and co-founder of Water.org, filling up a limited-edition Chalice with clean water. The advert will be aired during the Super Bowl and seeks to encourage viewers to ‘make your super bowl party matter.’

Damon said: “If just one percent of viewers watching the Super Bowl this year purchased a chalice, we could help provide access to clean water for up to one million people in need.”

Vice-president of Stella Artois, Harry Lewis, added: “We’re excited to bring this global issue to a stage as big as the Super Bowl this year. I feel very privileged to work on a campaign that will help build a better world for millions of people; doing well by doing good is an incredible feeling, which is why I’m so passionate about our partnership with Water.org.”

Consumers can also contribute to the campaign by purchasing 12-packs sold by the brand including cans and bottles of Stella Artois Beers and Cidres before 15 April 2018. The price of a single can could be enough to provide someone in a developing country with clean water for a month, so buying a 12-pack could provide safe water for a year.

Damon continued: “Now with three simple ways to donate – through the purchase of a limited-edition chalice, a 12-pack, or a pint at a bar – we’re making it easier than ever for consumers to help.”