Mothers in the travel industry are being urged to join a ‘Mums’ Army’ to support water aid charity Just a Drop’s first major consumer awareness campaign.
The industry charity, founded by Fiona Jeffery, hopes to raise £250,000, its largest-ever target.
The campaign officially starts on Mother’s Day, March 15, and will run for a year.
TV presenter and charity patron Alexander Armstrong this week launched the campaign to enlist an ‘army’ of mothers to help mums in the developing world obtain clean drinking water.
Celebrity mums are being taken on as ‘ambassadors’ to help with the campaign, which includes a Lord Kitchener-style recruitment poster depicting Jeffery.
Supporters across the UK will be split into ‘brigades’ made up of ‘troopers’ and headed by a ‘brigadier’.
Jeffery urged mums in the industry to join the brigades. “It would be great if we could have travel industry groups of mums to spread the word.
“The motivation is to help mums in the third world. On average, a mum walks four miles a day for access to water. It’s about bringing mums together in the UK to support mums in the developing world. Who better to do that?”
To get the message across, the charity has put together a film depicting a typical British family in the same situation as many in developing countries, facing a daily, life-threatening struggle to get water.
A microsite has been set up, accessed via mumsarmy.org or justadrop.org/mumsarmy, along with a Facebook page.
Every trooper and brigadier will receive a fundraising pack, plus a Mums’ Army lapel pin and
a recruitment poster.
Fundraising could be anything from climbing Kilimanjaro to baking a cake, added Jeffery.