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P&G, Nat Geo Shed Light on Global Water Crisis in New Documentary

Image credit: P&G

One in 10 people around the world lacks access to clean drinking water, yet the majority of US consumers are unaware of the extent of the global water crisis, new research from Procter & Gamble (P&G) shows. To draw attention to the issue, the consumer goods giant’s non-profit Children’s Safe Drinking Water (CSDW) Program and National Geographic have released a documentary and national survey in conjunction with World Water Day.

Titled The Power of Clean Water, the documentary follows the lives of three women and their families, providing a first-hand perspective on the daily challenges of accessing clean drinking water. The film also demonstrates the positive impact P&G’s Purifier of Water packets have had on communities in Indonesia, Kenya and Mexico.

 
National
Geographic's

Jill Cress
and
P&G's
Marc Pritchard
will speak
at SB'18 Vancouver

“At National Geographic, we believe that great storytelling can spark curiosity, help solve big problems and push the boundaries of what we already know,” said Jill Cress, Chief Marketing Officer of National Geographic Partners.

“This documentary reflects the very real and powerful stories of people whose lives have been impacted by programs that provide access to clean drinking water, and we are proud to join P&G to continue to drive awareness around this pressing issue and reach others in need.”

Global awareness of the water crisis is growing, but many consumers in the US are still unaware of how many people struggle with the daily reality of not having access to clean water, something P&G sought to explore by commissioning a new survey to be released along with the documentary.

Survey findings show that most consumers are concerned about the safety of drinking water, but do not know that approximately 1 in 10 people lack access to clean drinking water. In addition, one-in-four underestimate the number of people who die each year because of waterborne illnesses.

Click to enlarge.

P&G’s study also revealed that US consumers are largely unaware of the progress that has been made to date to address the global water crisis. Nearly 70 percent of respondents believe that the crisis has stayed the same or gotten worse, with almost one-in-four saying that the problem has become acute. In reality, the efforts being made to tackle the crisis are working: 2.6 billion people have gained access to clean water in the last 25 years. However, there are still 844 million people left to reach.

“In some parts of the world, we take for granted the availability of clean water. People in countries like Mexico, Indonesia and Kenya struggle with finding clean water to drink. And without clean drinking water, it’s much harder to keep their children healthy, have them get an education and provide a better life for their families,” said Marc Pritchard, Chief Brand Officer at P&G. “Our goal in partnership with National Geographic, is to share these stories about the power of clean water and to inspire others to make a difference and become a part of the solution.”

Launched in 2004, the P&G CSDW Program works with more than 150 partners and organizations to provide water purification technology to communities that lack clean drinking water. To date, the program has delivered more than 13 billion liters of clean water to people who need it most. 


Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]


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