Dubai: Procter & Gamble (P&G), the company behind popular brands like Pampers, Tide, Ariel, and Herbal Essences, is joining hands with major retailers in the region to become a Force for Good this Ramadan. They have launched a campaign to enhance their efforts in providing access to clean drinking water for those who are deprived of it.
The global outreach program, P&G Children’s Safe Drinking Water, aims to transform the lives of communities around the world by providing 25 billion litres of clean drinking water by 2025 and forms part of P&G’s wider efforts to support goal six of the UN Sustainable Development Goals on clean water and sanitation.
Access to clean drinking water is a challenge for two billion people around the world, and the burden to care for family household water needs disproportionately falls on women and affects children. Through its Children’s Safe Drinking Water Program, P&G is partnering with Save the Children to provide clean drinking water to families in Ethiopia, Somalia, Nigeria and Kenya.
Major supermarket chains across the region will run the P&G “1 pack = 1 day of clean water” campaign in alignment with the spirit of generosity in Ramadan, enabling shoppers to contribute to the United Nations Sustainable Development Goal #6 which seeks to ensure water and sanitation for all. The campaign aims to raise awareness about the global water crisis and encourages shoppers to make a difference by purchasing products that support the cause. This initiative is expected to have a significant impact on improving access to clean drinking water in underprivileged communities.
The campaign will run throughout Ramadan in the UAE, Kuwait, Oman, Qatar and Bahrain, across major supermarkets, where P&G will donate the equivalent of one day of clean water for every purchase of P&G brands such as Always, Head & Shoulders, Crest, Ariel, Pampers and more.
P&G introduced the Children’s Safe Drinking Water Program in 2004, working with NGOs around the world to bring clean drinking water and education on proper sanitation and hygiene. Clean drinking water is made possible through the P&G Purifier of Water packets invented by P&G laundry scientists. Ten litres of dirty water can be transformed using just one P&G Purifier of Water packet, a bucket, a spoon and a cloth in 30 minutes. Since its inception, the program has provided more than 20 billion litres of clean water to people in 93 countries around the world.