APPROACH AND METHODLOGY
P&G's PUR technology, a 4 gram powder, quickly turns 10 liters of dirty, potentially deadly water into clean and drinkable water. Through a not-for-profit effort involving both grants and product sold at cost, P&G provides the PUR packets to humanitarian organizations around the world. The core focus areas of distribution include responding to disasters, helping people with HIV/AIDS, helping children stay in school, and cholera prevention. PUR has been shown to be particularly effective in responding to disasters such as the Haiti and Chile earthquakes and Pakistan floods. It is used in many countries to respond to cholera outbreaks including Zimbabwe, DR Congo, Uganda, and Ethiopia. PUR provides a particularly important tool to help people living with HIV/AIDS live positively because unsafe drinking water is frequently a source of illness and death among this vulnerable population. PUR has been shown to help reduce school absenteeism by about one-third.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
This commitment represents 3 separate elements:
The first element is an awareness-raising campaign to inspire 300 million people to join the fight for clean water around the world. P&G will run this program every year through the length of the commitment. The second element is to manufacture new capacity for making PUR packets. This plant will be in Singapore and will be completed in 2012. The new capacity is necessary to achieve the third and largest part of this commitment. Beginning in 2012, P&G will scale-up the Children's Safe Drinking Water Program so that by 2020 it will provide at least 2 billion liters of clean drinking water every year using the PUR packets thereby enabling the program to save a life every hour. The estimates of lives saved are based on drinking water consumption, results of randomized trials showing a 50 percent reduction in diarrheal illness, and WHO incidence of morbidity and mortality in each region where PUR will be provided.
According to UNICEF and WHO, more children die from diarrhea than from HIV/AIDS and malaria combined. In fact, about 4,000 children die every day from the diarrhea caused by unsafe drinking water. Water is primarily a woman's issue as women in the developing world are the ones who collect water, collect firewood to boil water to try to make it safe, and take care of the children who are sick from illnesses caused by dirty water.
Since 2004, P&G estimates that the program has saved more than 13,000 lives and prevented more than 100 million days of diarrheal illness through provision of 2.4 billion liters of clean water. P&G used an outside consultant at Aquaya Institute to prepare the spreadsheet for determining reduction of diarrhea and mortality and then reviewed and aligned the assumptions with experts from Johns Hopkins University and CDC.