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According to the Human Rights Watch, since the humanitarian crisis hit parts of Northern Pakistan, more than two million civilians fled their homes in the Swat valley and adjoining areas of the Malakland division. Procter & Gamble proactively stepped forward to help the refugees of this crisis. With P&G brands improving the quality of life of millions of consumers across the globe and a strong commitment to community programmes, it was critical to lean forward to help these internally displaced persons in a manner best suited to core P&G strengths.
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P&G assessed the needs of the situation with the help of long term NGO partners HOPE, READ Foundation and Pakistan Medical Association, and worked in conjunction with the regional and global team for provision of assistance and relief. These organizations have not only been long term partners with P&G Pakistan but also have experience and expertise in disaster relief. P&G funded relief work in Mardan, Swabi, Mansehra, Hattian areas in the Aman, Baghicha Dheri, Takhat Bhai, Jalala and Sheikh Yaseen IDP camps serving a population of about 15000 families.
P&G focused on providing relief mainly through the donation of PUR water purifier, - making at least 25 million litres of safe drinking water available to the affectees and donation of P&G products to affected families via partner organizations. Moreover, P&G enabled its employees to support partner organizations’ mobilization efforts for setting up relief camps which distributed PUR and P&G products of immediate need to the affected families. The Company matched all employee donations equal to the amount of the donation.
 P&G Pakistan has also funded the building and running of two child-friendly spaces and schools for young children in partnership with READ Foundation, reaching more than 800 children affected by this crisis directly in Swabi and Mardan. All in all, P&G has contributed about Rs 30 million to support crisis response for the crisis.
In June 2009, P&G Pakistan’s Country Manager, Qaisar Shareef personally visited and inaugurated the child friendly spaces and schools set up by READ Foundation and funded by P&G Pakistan, distributed P&G products and interacted with the children enrolled.
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