Covergirl has created a charitable partnership between its Clean brand of makeup and the Children's Safe Drinking Water (CSDW) program, an organization dedicated to addressing the global need for clean, safe drinking water.
The "Covergril Clean Makeup for Clean Water" campaign includes a one time $500,000 contribution to CSDW, which will provide 50 million liters of clean water to children in need around the world. The campaign will deliver clean, purified drinking water to needy areas via PUR packet technology—another P&G brand—that purifies even heavily-contaminated drinking water so it meets World Health Organization standards for safe drinking water.
Clean water prevents “millions of days of potentially deadly diarrhea and save lives," according to Dr. Greg Allgood, director of CSDW. "More than 4,000 children die every day from diseases caused by unsafe drinking water, and we're thrilled to join the Covergirl Clean Makeup for Clean Water Campaign to help eradicate this global health issue."
In addition to the funding, consumers can enter an online contest—videos explaining how they give back to make the world a better place—and for every entry received, Covergirl will provide one week's worth of clean drinking water to a child in need.