News Release

Your Weekly Shop Can Help Save One Life Every Hour

P&G and Asda join forces to provide clean drinking water to children world-wide by harnessing the everyday acts of UK consumers

Thursday, April 18, 2013 3:57 pm BST



P&G, the company behind consumer brands like Gillette®, Ariel ® and Pampers ® is partnering with Asda to help save one life every hour through a 1 pack = 1 day of clean drinking water programme.

Every day, 2,000 children die as a result of diseases that cause diarrhea by drinking contaminated water. This means that more children die from diarrheal illnesses such as cholera and dysentery, than from HIV/AIDS and malaria combined.

Since 1995, P&G has been working to combat this clean drinking water crisis around the world through purification technology created by P&G scientists. To date, P&G has invested more than $35 million (approx. £20 million) towards clean drinking water and has delivered over 5 billion litres of clean drinking water in developing countries around the world, which is estimated to have helped save nearly 30,000 lives.

Procter & Gamble, Managing Director for UK & Ireland Irwin Lee said,“P&G’s Children’s Safe Drinking Programme is a crucial pillar of our Company’s purpose to touch lives and improve everyday life. Since its invention, P&G sachets have prevented an estimated 200+ million days of disease and helped save more than 29,000 livesbut there are still one billion people worldwide for whom safe drinking water is still a life-threatening problem. By providing clean, purified, drinkable water, we can reduce the risk of disease and death by about 50 percent.”

He continued, “Our goal to save one life every hour by delivering more than 2 billion litres of clean drinking water every year by 2020 is ambitious. We know we can’t do it alone, which is why partnerships are so critical. Since its inception, the P&G Children’s Safe Drinking Water Programme (CSDW) has partnered with more than 100 NGOs, charities, and governments including CARE, Save the Children, World Vision and PSI to raise awareness and deliver clean water. NowP&G is joining forces with Asda to take this programme to a new level, combining our joint reach, resources and expertise.”

Asda’s Chief Executive Officer Andy Clarke added “We are truly excited about the potential this partnership has in combating the global clean drinking water crisis. Our promise to Asda customers is to be Britain’s best value retailer while exceeding their needs and we believe this initiative is a fantastic way to add value to every shopping basket while offering our customers the opportunity to make a tangible difference to millions of lives by doing the things they do every day. Suddenly simple acts like doing laundry, shaving, changing a nappy and washing hair become life-changing acts in themselves.”

From 18th April until 8th May 2013 in Asda stores nationwide, for every P&G product purchased, P&G will donate one day’s clean drinking water, meaning Asda shoppers across the country can make a special difference in someone’s life – just by doing their weekly shop. After the 8th May, a number of P&G products including brands Gillette, Ariel, Fairy and Pantene® which bear the 1 pack = 1 day’s clean drinking water logo will continue to trigger a donation the CSDW Programme.

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For more information please contact Hill + Knowlton Strategies:

Katrina Brady / 020 7413 3160              

Rosalind Jeffcoat / 020 7413 3344


Notes to Editors

About P&G in the UK and Ireland

P&G serves approximately 4.6 billion people around the world with its brands.  The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Ariel®, Always®, Pantene®, Mach3®, Fairy®, Lenor®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Vicks®, Febreze®, and Ambi Pur®.  The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands


About the P&G and Asda Clean Water Campaign

Between 18th April 2013 and 8th May, every purchase of ANY P&G products will automatically trigger a donation of one P&G sachet delivering one day of clean drinking water. After the 8th May, the following products bearing the 1 pack = 1 day’s clean drinking water logo will continue to trigger a donation to the CSDW Programme.


Bio Gel 888ml


Spring 2.9L


Cotton Fresh 1.3L


ADW Original Platinum Cool Blue 30 ct


Giga Night


Giga Long


Pro X Paste Clean Mint 75ml


Pro X 35m Manual brush


Power Brush Floss Action 600


Aqualight shampoo 500ml


Aqualight conditioner 400ml


450ml 2in1 Male/ Joe Hart


225ml Classic Clean


Pro Glide Power TMR


Pro Glide Power Blade 4PK

Those who do not wish to purchase but would like to participate can also take part by visiting where one like will trigger a donation of one day’s clean drinking water

For more information or to make a donation to the P&G and Asda Clean Water Campaign please visit


About the P&G Children’s Safe Drinking Water Programme

The P&G Children's Safe Drinking Water Programme (CSDW) is a non-profit initiative that has provided more than five billion litres of clean drinking water to people in need since 2004. CSDW has partnered with a diverse network of organizations to help distribute water purification packets in developing countries. To learn more about the P&G CSDW Programme, and see how water purification packets work, please visit

The powder technology comes in small packets, and when stirred into 10 litres of dirty, potentially deadly water, causes heavy metals, dirt, and parasites to pull together, then fall to the bottom of the container. This water can be strained through a filter cloth and after 20 minutes, the disinfectant in the powder leaves the water clean enough to drink.

WATCH this short demonstration video to see the magic in action: Play

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P&G and ASDA Clean Water Campaign