Pantene this week announced its first foray into cause-related marketing: “Healthy Hair for Healthy Water,” a charitable partnership that will support parent company P&G’s Children’s Safe Drinking Water initiative.
The goal: to help P&G meet its corporate commitment to saving a life every hour through clean water, preventing an estimated 20 million days of illness and saving a projected 2,500 lives. The practical tactics: P&G is providing half a billion liters of clean drinking water in the developing world through PUR packets that transform contaminated water into clean, drinkable water. P&G announced the program at the 2007 Clinton Global Initiative (the stated goal: providing safe drinking water to a million African school children by 2011).
Pantene’s first philanthropic program was aptly unveiled at the just-wrapped 2010 Clinton Global Initiative, the annual meeting hosted by President Bill Clinton with corporate and political leaders. The celebrity ambassadors for Pantene’s campaign: supermodel Gisele Bündchen and Indonesian singer/song writer Anggun.[more]
One PUR packet changes 10 liters of dirty, harmful and possibly deadly water into clean, drinkable water. For every Pantene shampoo purchased from the P&G eStore through February 28, 2011, Pantene will donate 10 cents to CSDW – the cost of providing one week’s worth of clean drinking water for a child in the developing world.
“Mothers lose 1.8 million children every year from diarrheal diseases caused by contaminated water – more than HIV/AIDS and malaria combined,” commented Dr. Greg Allgood, who oversees P&G’s CSDW initiative. “Pantene’s commitment to improving the health of women and their children through its Healthy Hair for Healthy Water program is a means to help address this global health issue.”
While the P&G-backed water safety program targets children, Allgood credits mothers and other female caregivers for its success in the developing world. “The true heroes of the CSDW program are women, as they provide 90% of all of the PUR packets.”
It may not be as sexy as Pantene’s “first reality hear star” campaign, but it’s certainly making a real-world difference.