P&G Children Safe Drinking WaterAdvertising Campaign

2Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

creative briefCLIENT: P&G Children Safe Drinking Water (CSDW)

BACKGROUND: P&G Children’s Safe Drinking Water (CSDW) is a signature program within

P&G’s philanthropic health and hygiene efforts. The program works with a diverse network of

organizations to raise awareness of the clean water crisis and to provide clean water to people

in need. As the inventor and producer of the water purification packets used in the program,

P&G provides both its technical expertise and financial support for this work, in addition to

human resources, manufacturing facilities, research and advocacy for this global issue.

ACHIEVEMENT & GOAL: P&G has invested over $50 million toward clean drinking water, and

CSDW has delivered over 7 billion liters of clean drinking water. The goal is to save one life

every hour by delivering more than 2 billion liters of clean drinking water every year by 2020.

PRODUCT: P&G water purification packet was developed by P&G in collaboration with the

U.S. Centers for Disease Control and Prevention (CDC) and is an amazing innovation that

quickly turns 10 liters of dirty, potentially deadly water into clean and drinkable water.

TARGET AUDIENCE: Young adults to elderly

STRATEGY: Educational design strategy that brings powerful impact through facts &

statistics that might be surprising to the Western world. Use of strong graphics depicting

children and children’s life in third-world countries (specially Africa), and bold call-to-action

headlines and how the donated money will go into helping improve children’s lives.

3Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

INSPIRATION

4Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

how you can helpMAKE A DONATION: 10 cents provides one P&G WP packet that

creates 10 liters of clean water. And:

Just $1 gives a child clean water for 50 days.

$7.50 gives a child clean water for a year.

$30 gives a family clean water for a year.

HOLD A FUNDRAISER: Encourage your friends, family

and community to support the P&G CSDW Program. You’ll

be given special P&G CSDW toolkit to get you started.

PURCHASE FOR YOURSELF OR YOUR ORGANISATION: See

how it works—and share the water packet experience, too. You

can purchase the P&G Purifier of WaterTM in bulk (240 packets per

case) from North America distributor, DayOne Response, Inc.

5Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

POSTER4,000 children die each day from

a lack of clean drinking water

TOGETHER, WE CAN SAVE ONE LIFE EVERY HOUR. More children

die from a lack of clean drinking water than HIV/AIDS and Malaria

combined. The P&G Children’s Safe Drinking Water Program provides

clean drinking water to people who really need it using water

purification packets. Find out how you can be a part of it at csdw.org

Poster comes in tabloid size (11in x 17in) for

indoor and 16in x 24in for outdoor application.

6Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

BILLBOARDPoster comes in two sizes 64 sheets (320in x 20in) and 96 sheets (480in x 120in)

4,000 children die today from dirty water

To donate or hold a fundraiser visit us at csdw.org

7Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

poster & Billboard application

8Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

magazinepage layoutMagazine page layout comes in standard one

page magazine size at 8.375in x 10.875in

TOGETHER, WE CAN SAVE ONE LIFE EVERY HOUR. More children

die from a lack of clean drinking water than HIV/AIDS and Malaria

combined. The P&G Children’s Safe Drinking Water Program provides

clean drinking water to people who really need it using water

purification packets. Find out how you can be a part of it at csdw.org

4,000 children die each day from a lack of clean drinking water

TOAST!

9Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

magazine page layout application

10Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

web bannerWeb banner comes in two sizes: leaderboard (728px by 90px) and pop under (720px by 300px)

4,000 children die todayfind out why at csdw.org

4,000 children die todaydue to lack of clean waterto help and donate visit csdw.org

11Lettisia Toha • P&G Children Safe Drinking Water • Collateral Design • 2015

web banner application

4,000 children die todayfind out why at csdw.org