To help provide access to clean water, Procter & Gamble (P&G) is inviting people to #ActForWater, pledging litres of water for social shares. The effort will dovetail with the final Clean Water episode of its series made in collaboration with National Geographic.
According to the World Health Organisation, almost 1,000 children are still dying every day from water-borne diseases, more than HIV/AIDS and malaria combined. Further, reports from Unicef highlight that globally, girls and women spend 200m hours each day collecting water.
Given the shocking nature of these reports, P&G has created #ActForWater to help stifle the problem. As part of the initiative, P&G has pledged to donate half-a-million litres of clean water with every social share of Clean Water, the last film in its series - Activate: The Global Citizen Movement. For each share, P&G will donate one litre.
The film, co-produced by Global Citizen and RadicalMedia, sheds light on the issue of water shortage. The other episodes in the series tackled different issues connected to the root causes of poverty, including sustainable sourcing, criminalization of poverty, disaster relief, girls’ education, plastic waste and the global water crisis.
Discussing the #ActForWater initiative, Tom Moody, vice-president and managing director of P&G Northern Europe said: "We're committed to enabling more access to one of the planet's most valuable life sources.
"No parent should ever have to face the impossible decision of whether to let their child drink contaminated water or deny them access to water - both life-threatening in their own way. We therefore want to help support the work already underway around the world to bridge the gap for the millions that still struggle to access something many of us likely take for granted - clean water."
Clean Water, which airs in the UK at 10pm on 11 October, sees Orange Is the New Black star Uzo Aduba join Global Citizen as they rally millions around the world to push for clean drinking water and proper sanitation for the world’s most vulnerable people. They travel to Aduba’s parents’ homeland of Nigeria, where they urge governors to commit state funds to eradicate the contaminated water and open defecation crises.