Procter & Gamble is encouraging viewers of its Activate docu-series, made in partnership with the National Geographic, to share the last episode, Clean Water, with the hashtag, #ActForWater, on their social channels in order to trigger a donation of clean water to those in need, according to a report published by The Drum.
For every share of the episode, which aired in the UK last week, along with the hashtag, the US FMCG giant will donate one liter of clean water.
“We’re committed to enabling more access to one of the planet’s most valuable life sources,” Tom Moody, Vice President and Managing Director, P&G Northern Europe. “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 that gap for the millions that still struggle to access something many of us likely take for granted – clean water.”