By  on April 13, 2007

NEW YORK — Aveda kicked off its annual Earth Month campaign here Wednesday to protect clean water with a "Dying for a Drink" event.

Held at the Discovery Center for Riverhouse, billed as New York's "greenest" building, actor Josh Lucas cohosted the event, along with Mary T'Kach, Aveda's executive director of Earth and Community Care. Aveda plans to raise $1.8 million to support clean water projects globally, with proceeds going to the Global Greengrants Fund. The campaign will also benefit Clean Ocean Action in New York, the building of a bath house facility in Bulgaria, organic farming and women's empowerment in Tanzania and a solar-powered well in Australia.

As part of the initiative, the company is sponsoring a text-message campaign to expand awareness of clean water rights. During earth month, customers will be encouraged to text message Aveda, and the company will present the results in a petition to the U.N. to make clean water a basic human right at World Environment Day on June 5. In addition, all proceeds from the $10 limited edition earth month candle, Aveda's Light the Way, will be donated to the Global Greengrants Fund.

Over the past eight years, Aveda has raised more than $6 million for Earth Month partner organizations, including endangered species and global warming.

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