RALEIGH, NC: The Global Water Foundation, founded by three-time defending Wimbledon doubles champion Johan Kriek, has tapped French/West/Vaughan (FWV) as AOR for a seven-year global campaign to raise awareness of the need for clean, potable water in developing countries.
The effort includes a multi-year series of worldwide “Live Aid”-style concerts and a promotional relationship with ATP (Association of Tennis Professionals) and the WTA tours.
“We are still working through exactly what form that will take,” FWV CEO Rick French said.
French said that John McEnroe, Martina Navratilova and Jim Courier, who were on hand at a press event in London, timed with Wimbledon, have signed on as “global water ambassadors.”
In addition, Evan Morgenstein, president of Cary-based Premier Management Group, a sports and entertainment agency that represents current and former Olympic athletes such as Amanda Beard, Janet Evans, Mark Spitz and Bruce Jenner, has pledged to work with the foundation to identify Olympic athletes that would serve as ‘clean water ambassadors’ and carry the foundation’s message to world leaders.
Also scheduled are a fundraiser event during the US Open Tennis Championships in New York later this summer and an internationally broadcast musical telethon. French said the concert series, tentatively scheduled to launch next spring with a plan to hold it in Africa, will take place once a year, on a different continent. Steve Luongo, a musician and producer who also helped organize the Live Aid concerts, is organizing the concerts.
The agency will also lead a global public service campaign and public outreach initiatives, such as a planned worldwide “Walk for Water” day. FWV will run a media center and public information bureau dedicated to the effort at its headquarters.
“[We] may do some outreach to some other agencies in other markets, as we see the need, to support us,” French said. While the relationship is not pro-bono, French said the agency is donating some time to the cause.