The Fynbos vegetation indicative of Cape Town.

- Ericas
- Aloe
- Protea flowers
- White heath

This is the view from Ocean View Township. Cape Town center is at the horizon.
Cape Town The Fynbos vegetation indicative of Cape Town. - Ericas - Aloe - Protea flowers - White heath This is the view from Ocean View Township. Cape Town center is at the horizon. © © Roshni Lodhia

Cause Marketing & Brand Partnerships

Procter & Gamble

Supporting Efforts for More Reliable Water

Water security is a major global concern, and increasingly so in parts of the world where supply is struggling to meet demand due to climatic changes and/or human pressures.

Nowhere is this truer than for the Greater Cape Town Region of South Africa, where the city of Cape Town faced the possibility of running out of water following a three-year drought between 2015 and 2018. At the height of the crisis, dam levels dropped below 13% and Cape Town prepared for the day when the taps would run dry, dubbed “Day Zero.”

In conjunction with the launch of the new Waterless hair care collection in South Africa, P&G has stepped in to support this critical work with a $100,000 contribution that will help TNC’s efforts to return 55 billion liters of water to the region’s supply system.

With a partnership that dates back to the early 1970’s, P&G has had a hand in supporting some of TNC’s most significant work related to environmental conservation and land protection.  Most recently, they had an opportunity to visit the Atlantis Aquifer and meet the working team of women who help remove the invasive plants that are known to absorb huge amounts of water and in turn, reduce the amount of available water for people in and around Cape Town. The aquifer is replenished naturally by rainwater and artificially by treated storm water. The Greater Cape Town Water Fund employs people living in communities of Atlantis, Mamre and Pella, which typically have unemployment rates as high as 40 percent.

Water is a precious commodity that is under great stress, and we believe that we can play a role in helping people achieve the end result they desire despite water shortages through insightful and meaningful innovation.”

CEO of P&G Beauty