ABSTRACT
In September of 2006, Procter & Gamble (P&G) joined with their long-time partner Population Services International (PSI) at the Clinton Global Initiative to announce a commitment to provide safe drinking water in Africa. Clean drinking water is one of the world's greatest needs, according to the World Health Organization. The PuR product is a small packet of a pre-measured compound designed to be mixed with 10 liters of water. During product demonstrations and in daily use, the PuR product appears miraculous when it visibly alters the appearance, taste, and quality of brackish, turbid, black water to clear, clean, and good-tasting water. In 2002, P&G conducted village-level testing of PuR in Morocco and Pakistan. After a year of testing and public health education, all of the Pakistan village tests were achieving a market penetration rate of about 50%. PSI developed a social marketing strategy with assistance from P&G.
