Supermom Cindy Crawford Takes Small Steps to Create a Healthier Environment

CINCINNATI, May 7 /PRNewswire-FirstCall/ -- Whether gracing the red carpet or spending quality time with her kids, American icon Cindy Crawford has a way of making it look easy to be beautiful. Cindy is now teaming up with PUR Water Filtration Systems (PUR) to help keep our environment beautiful too. She's making a difference one step at a time by choosing filtered tap water over plastic bottled water whenever possible. Americans can follow Cindy's lead and start drinking filtered water out of a reusable bottle. By making this simple change, each of us can help eliminate up to 3,200 plastic water bottles every single year.*

"Environmental issues are on the top of everyone's mind, including my own," says Cindy. "As a mom, I'm particularly concerned because I want my kids to grow up in a healthier environment. I filter my tap water with PUR. It's a really simple yet impactful way to reduce the amount of unnecessary plastic my family uses while also ensuring that we always have access to clean, great-tasting drinking water."

In an effort to encourage other families to take small steps towards creating a healthier environment, Cindy and PUR have designed a limited-edition, reusable water bottle. The bottle sports the phrase "Thirsty for Change" as a reminder that filtering tap water in lieu of bottled water is one habit change that each of us can embrace to make a big difference. This limited-edition water bottle is available for purchase at www.thirstyforchange.com. All proceeds from the sale of this bottle will benefit Procter & Gamble's Children's Safe Drinking Water Program, which helps reduce water-related disease in many developing countries around the world.

Cindy is asking others to participate in PUR's Break the Bottled Water Habit Challenge and agree to decrease their plastic bottled water consumption by making the switch to PUR filtered tap water and a reusable bottle. According to Fast Company, more than 38 billion plastic water bottles are discarded every year; by visiting www.thirstyforchange.com and participating in the challenge, Americans can help Cindy in making these plastic bottles disappear.

Switching to filtered tap water and a refillable bottle is healthy for the household's wallet too. In fact, drinking filtered tap water is about one-tenth the cost of supplying your family with bottled water for an entire year, which could save up to $600 per person annually.*

Two Water Issues -- One Easy Solution

Every year, Americans go through 50 billion plastic water bottles (Fast Company, 2007) and 38 billion of them are discarded. People are beginning to rethink bottled water and tap seems like a logical alternative. However, with continued news about aging water infrastructures, corroded pipelines and the potential for water contamination throughout the country, people are rightfully concerned about the quality of their tap water as well.

For Cindy Crawford, the answer lies with PUR filtered tap water -- a solution for families that's smart for the environment, the taste buds and the wallet. In fact, PUR is certified to reduce more contaminants (including lead and microbial cysts) from tap water than any other brand on the market. Additionally, PUR 3-stage faucet mount systems filter water over a bed of minerals for a crisp, clean taste. PUR is also the only brand that offers a water filtration system that can give you fruit flavor at a push of a button through the innovative, patented technology of PUR Flavor Options(TM).

"There are so many benefits to choosing PUR filtered water -- from the environment and health to the cost savings -- it's an effortless solution for my family and me," said Cindy. "And my kids have been learning about environmental issues at school so they have really embraced this change, and love carrying and drinking out of their new water bottles."

Clean Healthy Water -- Anytime, Anywhere

In addition to being eco-chic, PUR's "Thirsty For Change" refillable bottle is also helping to save the lives of children in developing nations. More than 4,000 children die every day because they don't have access to an adequate supply of clean, safe drinking water. All proceeds from the sale of the "Thirsty for Change" reusable bottle benefit the Children's Safe Drinking Water program, which to date has provided over 1 billion liters of clean water to needy children and their families around the world.* Every purchase of the "Thirsty for Change" reusable bottle will provide 450 liters of clean drinking water -- that's the equivalent of enough clean drinking water for one child for seven-and-a-half months.

PUR's "Thirsty for Change" bottle is manufactured by SIGG(TM), the Swiss maker of aluminum reusable bottles. The bottle retails for $19.99, comes in silver, and can be purchased at www.thirstyforchange.com.

For more information about water filtration, Cindy's easy tips on leading a lifestyle that's healthier for the environment or the Children's Safe Drinking Water program, visit www.thirstyforchange.com. PUR Water Filtration Systems has a number of products available for in home use, including faucet mounts and pitchers. For more information about the brand, visit www.PURWater.com.

About Procter & Gamble NYSE: PG

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including PUR(R), Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R) and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

    * Reducing up to 3,200 water bottles and saving up to $600 per year based
      on comparing annual capacity and average price of PUR faucet mount
      system and 3 refills based on filter life expectancy to corresponding
      number and average price of 16 oz. water bottles.

    * Calculated based on sales and distribution data provided by CSDW
      non-profit partners around the world.