Two Big Global Brands Join Forces to Promote the Importance of Water

MGM Resorts International (MGM) and Cirque du Soleil®, two big global brands, are showing their commitment to social enterprise as they join forces to support ONE DROP, an international charity that promotes the importance of water, one of the planet’s most essential resources. From 20 to 25 March, 2012 and in recognition of the United Nations “World Water Day” on 22 March, MGM Resorts and Cirque du Soleil will be donating the proceeds from ticket sales of Cirque du Soleil Las Vegas shows to help further ONE DROP’s mission.

“World Water Day” raises awareness about the need for freshwater and the sustainable management of earth’s freshwater resources. Jim Murren, MGM Chairman and CEO says, “At MGM Resorts, environmental sustainability is a key pillar of our vision for social responsibility. We recognize that a comprehensive strategic approach to water stewardship is fundamental to the continuing survival of life on our planet. We also believe that access to safe water can serve as the lifeblood for social and economic development.” The company has been honoured with numerous awards and recognitions for its industry-leading Diversity Initiative, its community philanthropy programs and its commitment to sustainable development and operations.

Guy Laliberte, Founder of Cirque du Soleil and Chair says, “This incredible commitment from MGM Resorts International, Cirque du Soleil’s business partner of nearly 20 years in Las Vegas, truly expresses one of the goals I had when I founded ONE DROP in 2007: creating a powerful ripple effect of solidarity made up of companies, individuals and people around the world.” Water should be everybody’s birthright, yet unfortunately almost a billion people do not have access to safe drinking water and 2.5 billion live in places without sanitation, which is why ‘World Water Day’ is a crucial public awareness day, as it will hopefully remind us all of the little things we can do to make a difference.

ONE DROP was established in 2007 and is dedicated to fighting poverty worldwide through social enterprise projects aimed at supporting access to water and raising awareness of water-related issues. ONE DROP has a uniquely artistic approach, educating and implementing site-specific safe water solutions while allocating microfinance loans to help ensure sustainable development. The charity’s deep relationship with Cirque du Soleil, a Quebec-based organization providing high-quality artistic entertainment, influences ONE DROP’s creative approach to tackle water issues and engage people.

In fact, ONE DROP’s artistic approach to water is harnessing the creativity of artists and communities to underline the importance of water. The charity believes water inspires artists who in turn inspire communities, and that a work of art can stimulate innovative solutions, social enterprise and unite people dealing with a particular issue. In Canada, ONE DROP is working closely with the Montreal not-for-profit organisation MU and has set up several artistic projects. Water-themed murals have been created in three cities – Montreal, Quebec City and Ottawa. The famous Nicaraguan artist, Julio Cesar Moreno has been involved in two of these murals.

Article by Sangeeta Haindl, appearing courtesy 3BL Media.