Fiji Water uses Golden Globes to kick off an initiative supporting Female Directors

Fiji Water is using the Golden Globes to kick off an initiative supporting Female Directors.

For every star photographed sipping Fiji Water during today’s Golden Globes red carpet and upcoming awards shows, where Fiji Water is the official water brand will donate from $1,000 up to $100,000 to the American Film Institute’s Directing Workshop for Women.

Drink water, snap a photo and help up‑and‑coming female directors?

That’s the proposition Fiji Water has set up for stars during tonight’s Golden Globes and the awards season at large.

As part of its new program, One Sip Forward, Fiji Water is looking to use its red carpet position at awards ceremonies to make a statement about female directors.

Chief creative officer at The Wonderful Company, Darren Moran, Fiji Water’s parent company says they were looking at this year’s award‑show season and getting ready to do the kind of same stuff that they always do, but it’s kind of hard to ignore the fact that there’s so much more going on in what’s happening in Hollywood and how females are not only treated personally but also professionally, how under-represented they are in some of the creative categories in particular.

Source: Adweek.com