P&G asks Facebook to 'like' clean water programme

P&G: swaps Facebook 'likes' for clean water
P&G: swaps Facebook 'likes' for clean water

Procter & Gamble (P&G) has launched a Facebook campaign to get consumers to engage with the company's Children's Safe Drinking Water programme (CSDW), promising to deliver one day of clean drinking water for every "like".

The campaign marks the first time CSDW has used Facebook as a marketing platform. For every "like" from a consumer on the dedicated CSDW page, P&G has pledged to donate one day's worth of clean drinking water to a developing country that needs it most.

P&G has been distributing clean drinking water to developing countries globally for the past seven years through the programme, through P&G's patented powder technology that purifies water to make it drinkable.

P&G will also be rebranding the purification packets, marking the first time in more than a century that P&G has put its corporate name directly onto a product.

The Facebook campaign will let consumers keep up to date with stories on CSDW, where photos and videos will be uploaded to document the progress of delivering the packets with humanitarian, NGO and emergency relief partners.

The programme has also launched the www.csdw.org interactive site.

Bob McDonald, chairman, president and chief executive of P&G, said: "As we work towards our goal to save one life every hour by 2020, we want others to play a part and share in our journey.

"This is one simple, but meaningful way was for people all over the world the help us touch and improve lives by sharing clean drinking water."

P&G claims it has purified over four billion litres of water through the programme to date, saving an estimated 22,000 lives.

Earlier this month, P&G revealed plans to raise $5m (£3.3m) this year to establish and sustain youth sports programmes around the world, from donations and a portion of sales of its leading brands, including Pampers, Tide, Gillette and Pantene.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer