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The Procter & Gamble Company (P&G) is once again proud to partner with leading retail group, Massmart, to launch its 2019 Children’s Safe Drinking Water (CSDW) campaign.
The Procter & Gamble Company (P&G) is once again proud to partner with leading retail group, Massmart, to launch its 2019 Children’s Safe Drinking Water (CSDW) campaign.

P&G and Massmart launch Children's Safe Drinking Water Programme


Issued by Atmosphere - Mar 22nd, 10:04

The Procter & Gamble Company (P&G) is once again proud to partner with leading retail group, Massmart, to launch its 2019 Children’s Safe Drinking Water (CSDW) campaign, which will continue to raise awareness of the global water crisis and help to provide clean water to those who need it. 

This World Water Day (22 March 2019), P&G is celebrating the achievement of its 2020 goal of delivering 15 billion litres of clean drinking water, through its non-profit CSDW programme, one year ahead of schedule. P&G is now accelerating its efforts to help provide clean drinking water to even more people by delivering 25 billion litres – more than 100 billion glasses of water – worldwide by 2025.

Access to clean drinking water is a challenge every day for nearly 844 million people, and the burden for family household water needs disproportionally affects women and children around the world. In fact, nearly 1,000 children die every day from water-borne diseases - more than HIV/AIDS and malaria combined.

“We are excited to partner with Massmart to bring awareness to the clean water crisis and expand the P&G Children’s Safe Drinking Water Programme that has been transforming lives for nearly 15 years. In sub-Saharan Africa alone, the number of people who lack access to clean drinking water exceeds 319 million. P&G is committed to fight the world water crisis, in partnership with NGOs, governments, companies, and consumers. Growing the programme will enable us to positively touch and improve more lives and provide clean water that will help enable health, education and economic opportunities,” says Jeanne du Plessis, Corporate Affairs & Citizenship Leader, P&G Southern Africa.

The Massmart group (Makro, Game, Rhino, Jumbo, Shield and Cambridge stores) will support the P&G CSDW campaign in South Africa via a “1 purchase = 1 day of clean water” campaign, enabling shoppers to contribute to the United Nations Sustainable Development Goal #6 that looks to ensure water and sanitation for all. P&G will also host engaging activations in select Massmart stores in order to showcase to shoppers, the reality of access to clean drinking water.

For every P&G product consumers purchase during the month of April 2019 from a participating Massmart store, P&G will provide the equivalent of one day of clean water to help children and their families. Through the CSDW initiative, P&G and Massmart have set a 2019 goal to raise 1,5 million days of clean water, for South Africans who need it.

“Massmart is committed to championing social equality initiatives in our business and supply chain and leveraging our retail capabilities to make a positive impact. Access to safe drinking water is an important issue, and for the third successive year, we are proud to partner with the P&G Children’s Safe Drinking Water Programme as we see the P&G Purifier of Water sachets as being a useful solution to poor water quality for communities in crisis, “ says Alexander Haw, Group Sustainability Manager at Massmart.

Ensuring that each individual has access to clean water has been one of P&G’s key focus areas in their global CSI initiatives. P&G introduced the Children’s Safe Drinking Water Programme in 2004, working with more than 150 partners around the world to bring clean drinking water and education on proper sanitation and hygiene to those in need across more than 90 countries. 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.

“Water security cannot come just from governments, what Day Zero has taught us is that everyone – from each consumer to each manufacturer to each community – needs to play their part,” concludes du Plessis.


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