Keep it Pur

Mr Pur – Greg Allgood in Africa

If you are outdoors and nowhere near a supply of drinking water, then help is at hand. A new product from P&G will remove all parasites �cysts,� viruses, and any “heavy metals,” and turn cloudy water clear. Whereas existing products can kill bugs but little else, Pur claims to provide clean, safe water with only a hint of a chemical taste.

And its cheap. The kit is just $15, for 60 litres.

The water is stirred after a small sachet of chemicals is poured in, and 5 minutes later even the dirtiest water has turned clear. it does have to be strained 20 minutes after it has been treated. So the kit includes a cotton cloth.

The product was originally developed for the third world, as part of P&Gs safe drinking water campaign, where it is saving thousands of lives.

In Africa, the typical family couldn�t afford the kit, so families which depended on stagnant or unclean water for their daily needs make do with a bucket, a stick to stir the water, and cloth to strain it through.

The water purification technology will be sold in the US by Reliance Products one of Canada�s largest outdoor products companies. The press release says:� Using some of the same ingredients used in municipal water systems, PUR Purifier of Water is engineered to be a mini-water treatment plant in a packet. The product removes dirt, cysts, and pollutants, and kills bacteria and viruses in contaminated water. By removing the dirt and sediment through a flocculation process, PUR Purifier of Water gives a visible signal that water is clean and ready to drink. PUR Purifier of Water will be the only powdered water treatment product sold in the United States that eliminates sediment, cysts, viruses, bacteria and pollutants. PUR Purifier of Water is simple to use, provides a fresh taste similar to most household tap water, and is ready to drink after 30 minutes at a minimal cost per gallon treated.�

“The US launch is exciting because people will now be able to see and understand the way PUR Purifier of Water turns dirty water into clear and purified water,� said Greg Allgood, Ph.D., Director, Children’s Safe Drinking Water program at P&G. “The US effort will help fund our philanthropic efforts by providing two liters of water in the developing world for every package purchased in the US.”

P&G will also help support the Children’s Safe Drinking Water program by launching an initiative called GIVE PUR WATER. This will include TV advertising, interactive elements, a public relations campaign and print coupons to about 58 million households. The coupon booklet called P&G brandSAVER will be in a majority of U.S. newspapers on March 2 and April 6, and includes a $2.50 coupon towards purchase of the PUR Clean Drinking Water Kit. People will also be able to donate directly to the cause via the website www.givepurwater.org.