CINCINNATI, June 16, 2009 /PRNewswire/ -- In response to the Pakistan conflict that has displaced more than 2.5 million people, about half of whom are children, Procter & Gamble (NYSE: PG) and World Vision will provide more than 11 million liters of clean drinking water. In addition, because of the magnitude of this crisis and the importance of Pakistan to its business, P&G through the Children's Safe Drinking Water Program, the signature program of P&G's Live, Learn and Thrive Cause, will also partner with Pakistani humanitarian groups including Project HOPE to provide a total of 25 million liters of purified water.

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The conflict involving militants in Pakistan has resulted in a massive movement of people fleeing for the safety of their families. Many are pouring into camps that have an urgent need for clean drinking water, clothing, and food. In response, World Vision and Project HOPE are leading large-scale, community-driven programs, funded by grants from P&G, to distribute 2.5 million PUR(TM) Purifier of Water packets to approximately 130,000 people. Each PUR Purifier of Water packet, a powdered product that reduces parasites, bacteria and other contaminants found in water, effectively transforms up to 10 liters of contaminated water into clean, purified water within minutes.

"Pakistan is important to P&G's business and Pakistan is our single global manufacturing site for the PUR packets," said Greg Allgood, PhD, director for the P&G Children's Safe Drinking Water Program, the signature program of P&G's Live, Learn and Thrive(TM) Cause. "P&G is responding to the Pakistan crisis with our largest emergency effort of the year with World Vision, one of our most important global Children's Safe Drinking Water Program partners, and Project HOPE, a long-standing partner in Pakistan." P&G will provide a total of $326,000 in support to people living in the camps.

"World Vision has elevated the humanitarian crisis in Pakistan to category III, our highest emergency relief level," said Keith Kall, executive director of corporate development for World Vision. "There is an urgent need for more support for the internally displaced people of Pakistan, and we're thankful that P&G is doing their part to help by providing clean drinking water."

The Pakistan efforts will be focused on the poorest and most vulnerable families, who have little opportunity to return to their home areas within the near future. Recent reports indicate an increase in the incidence of water borne diseases in the camps. Given the crowded conditions, these diseases could rapidly spread to kill many people. Studies with the PUR packets among displaced people in emergency camp situations have shown a reduction in diarrheal illness of up to 90%.

With every purchase of a PUR Water Filtration System, PUR will provide 10 liters of clean drinking water to children in the developing world through a 10 cent donation to the Children's Safe Drinking Water Program.

About World Vision

World Vision is a Christian relief and development organization dedicated to helping children and their communities worldwide reach their full potential by tackling the causes of poverty. World Vision serves the world's poor regardless of a person's religion, race, ethnicity, or gender. For more information, visit www.worldvision.org/press

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands. The P&G community includes approximately 138,000 employees working in over 80 countries worldwide. In these countries and beyond, P&G is committed to improving lives for children in need, ages 0-13, through its global corporate cause, Live, Learn and Thrive and its Children's Safe Drinking Water Program. The Children's Safe Drinking Water Program and the water technology developed by PUR Water Filtration are working together to help prevent water-related diseases by providing clean drinking water to children in developing countries. For more information about PUR(TM) Purifier of Water technology or see how it works, visit www.csdw.org. Please visit www.pg.com for the latest news and in-depth information about P&G, its brands, and Live, Learn and Thrive.

SOURCE Procter & Gamble

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