To celebrate 75 years of association with global consumer goods company Procter & Gamble, V.J. Salomone Marketing is stepping in to help underprivileged children in Ethiopia.

In line with P&G’s corporate cause – Live, Learn and Thrive – the company has launched a programme called Helping a Child to Learn, Live and Thrive is like saving the world. This aims to generate funds to be used for improving access to safe water and basic sanitation for Ethiopian children. In this country, water-related diseases and poor sanitation are among the main causes of death, and child mortality levels are among the highest in the world.

Between 25c and 50c from sales of P&G brands participating in the project will be donated to support UNICEF’s Water, Sanitation and Hygiene Project in Ethiopia.