The Procter & Gamble Company : President Bill Clinton Announces Smoke AlarmTM: Smokey Robinson Aggregates Social-Media Feeds for Good to Provide Clean Water Through the Procter & Gamble Children's Safe Drinking Water Program

1^st Smoke Alarm to Reach over 200 Million

President Bill Clinton announced today at the Clinton Global Initiative (CGI) Annual Meeting that legendary artist Smokey Robinson is aggregating celebrity social media feeds into a global Smoke Alarm to raise funds and share clean drinking water through the P&G Children's Safe Drinking Water Program. People and companies around the world are encouraged to join this new digital platform leveraging social media for good at SmokeAlarm.org, where their voice will become part of the first global Smoke Alarm later this year.

Smoke Alarm was established by recording artist Smokey Robinson and David Clark, a global leader in creating cause-related brands and initiatives. Together with renowned advertising agency Crispin Porter + Bogusky, they have created an accelerated way to raise awareness and funds for cause initiatives around the world. Smoke Alarm has chosen P&G as the partner for the inaugural Smoke Alarm to deliver clean water through its P&G Purifier of Water packets.

Beginning today, Smokey will add voices to his celebrity network, which already includes Elton John, Eva Longoria, James Franco, Daryl Hall, Brandy and others. Once his network has reached over 200 million followers, he will sound the Smoke Alarm and his message will instantly post through celebrities, media personalities, individuals and corporations who have donated their voices. By amplifying his message through the aggregation of social media, Smokey's call-to-action will instantly reach hundreds of millions of people around the world.

"I'm grateful for the support of my friend President Clinton and his recommendation to work with Procter & Gamble, a leader in the effort to end the global water crisis," said Smokey Robinson, "Together we will help children around the world through the P&G Children's Safe Drinking Water Program which will help save lives, and contribute to the health and well being of the most vulnerable among us."

"We're honored by President Clinton's recommendation and are excited to work with Smokey Robinson to help deliver clean drinking water where it's needed most," said Procter & Gamble's CEO Bob McDonald. "At P&G, we innovate to improve people's lives every day, so using our water purification technology to help save lives is a natural expression of who we are and how we innovate to make a difference."

Dr. Greg Allgood, director of the Children's Safe Drinking Water Program at P&G stated, "Over the last decade the CSDW Program has provided over five billion liters of clean drinking water for children and their families - saving an estimated 26,000 lives. We're excited to announce this partnership, which will bring us one step closer to our goal of saving one life every hour by 2020."

"P&G's water purification packets combined with the Smoke Alarm platform creates an incredible opportunity for real-time impact," said David Clark, Smoke Alarm co-creator and CEO of David Clark Cause. "We're excited to work with P&G, who we've seen leverage their innovation and scale for good - all over the world."

"Since our stated goal is to identify important causes around the world, then use technology and social media to address them, the support of President Clinton and the partnership with Procter & Gamble is a game-changer," said Andrew Keller, CEO of CP+B, the global Agency of Record for Smoke Alarm.

To join Smokey, President Clinton and P&G or for more information, visit: www.SmokeAlarm.org

ABOUT

CLINTON GLOBAL INITIATIVE

Established in 2005 by President Bill Clinton, the Clinton Global Initiative (CGI) convenes global leaders to create and implement innovative solutions to the world's most pressing challenges. By fostering partnerships, providing strategic advice, and driving resources toward effective ideas, CGI helps its members--organizations from the private sector, public sector, and civil society--to turn ideas into action. CGI Annual Meetings have brought together more than 150 heads of state, 20 Nobel Prize laureates, and hundreds of leading CEOs, heads of foundations and NGOs, major philanthropists, and members of the media. CGI members have made more than 2,100 commitments, which are already improving the lives of nearly 400 million people in more than 180 countries. When fully implemented, these commitments will be valued at $69.2 billion.

CGI also convenes CGI America, a meeting focused on collaborative solutions to economic recovery in the United States, and CGI University (CGI U), which brings together undergraduate and graduate students to address pressing challenges in their community or around the world. For more information, visit clintonglobalinitiative.org and follow us on Twitter @ClintonGlobal and Facebook at facebook.com/clintonglobalinitiative.

PROCTER & GAMBLE and CSDW

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

The P&G Children's Safe Drinking Water Program (CSDW) is a non-profit initiative that has provided 5 billion liters of clean drinking water to people in need since 2004. CSDW has partnered with a diverse network of organizations to help distribute water purification packets in developing countries. To learn more about the P&G CSDW Program, and see how water purification packets work, please visit www.csdw.org.

DAVID CLARK CAUSE

Cause Swarm creator and Smoke Alarm co-creator David Clark is the CEO of David Clark Cause (DCC). For almost two decades Clark has been creating and producing cause-related initiatives across all disciplines and media channels. Noted for the quality of his groundbreaking ideas, David has a history of creating intellectual property that leverages the iconic stature and cultural currency of world-renowned individuals and organizations around the globe. Select initiatives include creating the "46664" HIV/AIDS brand for President Nelson Mandela, which included a globally broadcast concert on MTV that featured Bono, Beyoncé and Peter Gabriel, and the Anne Frank 75th Birthday Tribute with Anne Frank's family and Miep Gies, 97, the remarkable woman who hid Anne and her family for over two years and later found Anne's Diary. As CEO of Dublin based Art for Amnesty, David initiated the "Instant Karma" all-star benefit album for Amnesty International, which featured artists such as U2, Green Day, R.E.M. and Aerosmith. For more information visit www.davidclarkcause.com

CP+B

CP+B is the global Agency of Record for Cause Swarm and Smoke Alarm. Named "Agency of the Decade" and "Agency of the Year" 13 times in trade press, CP+B is an advertising agency that has been making brands famous for more than 22 years--the Truth anti-smoking campaign, Mini Cooper, Miller Lite, Volkswagen, Coke Zero, Microsoft, Best Buy, Burger King and Domino's. The agency is part idea factory, part technology startup with more than 850 employees worldwide, collaborating across six factories in Boulder, Miami, Los Angeles, Toronto, London and Gothenburg, Sweden. Their work always strives to impact culture and push technological boundaries. For more information visit www.cpbgroup.com

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50417415&lang=en

Media Contact:
Elizabeth Ratchford, 513-439-0378
ratchford.eq@pg.com

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