Yesterday, the brand's celebrity ambassadress team of Brazilian supermodel Gisele Bündchen and Indonesian singer Anggun joined former President Bill Clinton at the 2010 Clinton Global Initiative to kick off a Healthy Hair for Healthy Water campaign.
The campaign will raise funds for Procter & Gamble's Children's Safe Drinking Water (CSDW) program by donating 10 cents of every Pantene bottle sold at the P&G eStore from now until February 28th, 2011. Each dime equals the cost of one week's worth of ten liters of drinking water for a child in a third world country. Water will be purified with low-cost PUR packets, which rapidly turns ten liters of hazardously dirty water into safe, drinkable water with just one packet.
"Mothers lose 1.8 million children every year from diarrheal diseases caused by contaminated water -- more than HIV/AIDS and malaria combined," says Dr. Greg Allgood, director of CSDW. "Pantene's commitment to improving the health of women and their children is a means to help address this global health issue," adds Dr. Allgood.
In fact, it's an overwhelming majority of women who support and keep the life-saving program in play; according to the CSDW, 90% of all PUR packets in use have been provided by the donations of women around the world.
In terms of a long-term goal, Pantene hopes to help the CSDW achieve its dream to "save a life every hour" in developing countries around the world by providing two billion liters of clean water every year by 2020.
We took a stroll around the P&G eStore, where we found a standard $5 shipping rate, no matter how many shampoo and conditioner bottles we piled into our virtual cart. So we say stock up and do good -- and share the gift of clean water that keeps us all healthy and beautiful, on the inside and out.
In other P&G news, SK-II and Cate Blanchett also recently announced a charitable initiative to benefit Children's Safe Drinking Water.