Procter & Gamble Launches Widget to Convert Clicks into Water
What if the one click it took to open this story could also provide enough clean drinking water for one person for an entire day?
Major consumer goods company Procter and Gamble (P&G) has launched a widget that bloggers can embed into their blogs in several days. For each click they receive from readers, P&G will donate a day’s worth of clean drinking water (about two litres) to someone in need. The goal is to generate 100,000 days worth of clean water by the end of the year.
Started in August, the widget is part of P&G’s “Give Health Clean Water Blogivation,” which showcases the power of female bloggers to help improve the lives of people in need. The participants have already donated more than 20,000 days of water.
Bloggers can sign up this week to embed the widget on their sites. On November 1 the widgets will go live, and any user that clicks on the widget will donate one day of clean drinking water and receive a coupon from P&G. If interested, you can find the widget here. Select bloggers, or “Changents,” will be documenting their travels and efforts through the Give Health homepage.
P&G has set up the widget as a sort of fundraising competition to see how many clicks individual bloggers can accumulate. It’s an interesting spin on social good that focuses on cultivating a community rather than coercing friends (or strangers) to pay up.
Because P&G is responsible for the actual “donations,” bloggers can spend their time writing and producing great stories instead of sending out e-mails to ask for donations, which makes the contest more about helping the cause than promoting oneself.
Is this a major shift in social good campaigns? Could it be handled in a better way? Let us know what you make of the campaign — and if think you’ll participate — in the comments below.
Image courtesy of Pamela Crane