Procter & Gamble’s Pantene Pro-V hair care brand declared Wednesday evening its commitment to raise $5 million over the next five years in an effort to create healthy drinking water for women in developing countries.
The announcement, presented at a cocktail party sponsored by the $3 billion global hair care brand during the 2010 Clinton Global Initiative in Manhattan, welcomed Bill Clinton, P&G executive Mark Pritchard and Pantene celebrity ambassadors model Gisele Bündchen and singer-song writer Anggun.
Pantene’s initiative, Healthy Hair for Healthy Water, will fit within P&G’s global program it founded in 2004, Children’s Safe Drinking Water Program, one that provides PUR packets to transform contaminated water into clean, drinkable water.
Pantene’s effort, said Hanneke Faber, P&G’s vice president, brand franchise leader for Global Pantene, is estimated to prevent “20 million days of illness and save an estimated 2,500 lives by providing half a billion liters of clean drinking water in the developing world.”
The $5 million will be raised by donating 10 cents for each bottle of Pantene purchased on P&G’s e-store site through Feb. 28. The amount is the cost of providing one week’s worth of clean drinking water for a child in the developing world.
