WaterAid Ghana has launched its innovative campaign dubbed ‘CPFashion4Change’ in partnership with Charlotte Prive, a Ghanaian fashion brand to generate support from diverse individuals to support needy societies through its Water, Sanitation and Hygiene (WASH) project.

The campaign which was launched with a fashion show attended by actors, actresses, musicians and fashion designers was also to inform and unite the audience in achieving the WaterAid’s goal of reaching universal access to WASH.

The launch was used as a platform to showcase and sell the ‘CPFashion4Change’ collection designed by Charlotte Prive in aid of WaterAid’s project.

Mr Abdul-Nashiru Mohammed, Country Director of WaterAid Ghana, said the launch was to enlighten the general public on the WASH crisis in Ghana, and encourage the attendees to purchase the collection of designs in supporting the quest for the project.

He said: “Access to WASH is an essential prerequisite for communities to prosper. Over the last 30 years, we have reached over 2.3 million Ghanaians with water, sanitation and hygiene services and over 900,000 with improved sanitation but we need to do more and can’t do it alone”.

He noted that WaterAid was therefore delighted to work with such a creative and passionate designer, who was committed to contributing his talent to ensure social justice.

The partnership he said would enable Charlotte Prive raise needed funds towards fighting for universal access to water, sanitation and hygiene, something all Ghanaians have a right to.

“We are confident that shoppers will be delighted with the new collection. We encourage you to own an item from this collection whilst contributing to improving lives across Ghana,” he said.

The Country Director said over six million Ghanaians lacked access to safe water while 18 million lack access to improved sanitation.

The lack of water and sanitation he said had negative effects on all aspects of life, social status, economic opportunities and overall well-being.

He said for women and girls, no access to sanitation means less time spent in school; less time developing or pursuing livelihood activities; no dignity, privacy or safety adding that they often wait until dark to find a place to defecate openly.

Universal access to water and sanitation will put an end to these practices and enable women and young girls to play their rightful role in the development of Ghana.

WaterAid is an International Development Nongovernmental Organisation whose vision is a world where everyone everywhere has access to safe water and improved sanitation and hygiene services.

WaterAid is working with partner organizations to help poor people in developing countries to achieve lasting and sustainable improvements in their lives by providing safe domestic water, basic sanitation and improved hygiene promotion programmes.

Charlotte Prive is a Ghanaian upscale ready-to-wear and custom-made fashion brand that is original, fashionable, creatively different, high quality and affordable. Charlotte’s focus is to be the retailer of choice to produce ready to wear made in Ghana clothes and accessories to the Ghanaian and international markets.