CINCINNATI: Procter & Gamble has launched a Facebook page and corporate social responsibility initiative for its Children's Safe Drinking Water program.
In 2004, the CPG company created the program, which has 120 partners and has provided more than 4 billion liters of purified water to developing countries. However, P&G only developed an official Facebook page late last month.
“It became really clear to us that people needed an opportunity to have a space to talk about this and engage with this,” said Elizabeth Ratchford, manager of external relations at P&G. “There were myriad Facebook pages that fans had created on their own, whether for universities or schools, but there wasn't a collective Facebook presence for [the program].”
P&G is also conducting the “1 Like = 1 Day” CSR program, in which the company is donating a P&G water purification packet for each “like” on its Facebook page. The packets, which cost about 2 cents each, purify up to 10 liters of water. P&G wants to get 1 million “likes” on its Facebook page to donate $20,000-worth of clean water, said Ratchford.
She added that once the 1 million likes are reached, P&G will continue to provide clean water to developing countries, but the goal of the initiative is to give “fans the opportunity to be more than fans” using a “grassroots angle.”
The Facebook page, which garnered more than 3,000 “likes” in only a few days, now has more than 5,300 fans on Facebook. P&G is handling the social media channels for the initiative internally, said Ratchford.
In addition to creating the Facebook page, Dr. Greg Allwood, founder and director of Children's Safe Drinking Water, said P&G has revised the program's website to make it easier for consumers to read Allgood's blogs and tweets about providing clean water to communities around the world.
Ratchford added that P&G could host some “on-the-ground activations” to create more buzz for the program. She added that employee engagement and participation are also key aspects of the program.
“Our employees are hands down the best ambassadors for the program,” she said. “They're the ones who have seen the program come from nothing, and they've seen the birth of this incredible innovation and stood behind it.”