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P&G unveils two Future Friendly partnerships

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CINCINNATI — Procter & Gamble Co. has partnered with two leading environmental organizations, National Geographic and the Earth Day Network, to help support its P&G Future Friendly conservation initiative.

By supporting interactive conservation tools through National Geographic and awareness-raising activities through Earth Day Network, Future Friendly will help educate and motivate mainstream consumers to make simple household changes that help save water, save energy and reduce waste, according to P&G.

The multibrand initiative, unveiled at the 2009 Clinton Global Initiative, brings together the power of trusted brands like Tide, Pampers, PUR, Duracell and others to help spur consumers to conserve resources. P&G has pledged to provide conservation education to at least 50 million U.S. households by the end of this year.

Last month, the consumer products giant announced a broader media and marketing campaign for Future Friendly. Future Friendly-labeled products began appearing on store shelves in early April at approximately 15,000 retail locations across the United States.

"One of the central components of the Future Friendly program is to collaborate with external partners and outside experts to develop innovative ways to reach consumers with our conservation message," commented Kirk Perry, vice president of North America for P&G. "We see the promotion of in-home conservation habits as an important sustainability effort and the program reflects our approach to enabling the mainstream consumer to reduce her use of natural resources."

Future Friendly is working with the National Geographic Society to provide consumers with educational materials highlighting methods to save energy, save water and reduce waste in their homes. Conservation education material developed specifically for Future Friendly by National Geographic will be accessible through www.futurefriendly.com and www.facebook.com/futurefriendly in a dynamic, holistic consumer education experience promoting household and lifestyle conservation habits, P&G said.

In addition, Future Friendly is also a co-presenting sponsor of the Earth Day 2010 40th Anniversary with Earth Day Network. The flagship event takes place on the National Mall in Washington, D.C., on April 25. It will bring together top musical talent and hundreds of thousands of people from around the world to celebrate the 40th anniversary of Earth Day and reinforce the important role that everyone plays in promoting the health of the planet.

P&G added that Future Friendly is also the exclusive sponsor of the Earth Day Network’s "Billion Acts of Green" iPhone and Facebook applications.


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