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Safeguard Reiterates Commitment to Health and Hygiene Awareness in Pakistan on Global Handwashing Day (GHD)

Karachi, 15 October 2010: Safeguard, Procter & Gamble’s leading anti-bacterial soap, is once again supporting Global Handwashing Day (GHD) celebrations in Pakistan with its sustained commitment to health and hygiene awareness via multifarious celebrations to mark the day.

Safeguard commemorated GHD with a novel, first-of-its-kind soap display, at Metro Cash&Carry, Thokar Niaz Baig, Lahore. This is the largest Safeguard Soap Display in the world, standing tall at 29 feet. Besides the display, carnivals have been organized at all Metro Cash&Carry outlets, where among other fun filled activities, children will be taught the importance of handwashing with soap. Handwashing units and germ-demonstration units have also been put up to demonstrate the effectiveness of handwashing with soap. The carnival will come to a close on November 15, 2010.

Speaking at the occasion, Mubashara Khalid, Brand Manager, Safeguard Pakistan said, "Children are more susceptible to germs because in their growing ages they tend to be very active and are often found engaged in outdoor physical activities. Every surface they touch carries millions of microscopic germs that can potentially cause them to fall sick. The idea is not to restrict their activity in anyway but to make them aware how to protect their health. This is where Safeguard comes in". She further added "Safeguard is trying to cultivate an ingrained habit of handwashing with soap. This results in better development of children, as it helps minimize sickness and absenteeism, meaning they get the freedom to live their youth to the fullest without parents worrying about the protection of their health.”

Over the last 7 years, Safeguard has empowered over 7 million children in more than 20,000 Pakistani schools through Sehat-o-Safai, the largest school health and hygiene awareness campaign in the country. This year as part of the GHD celebrations, Safeguard has setup handwashing units across the nation and will be celebrating 25 special GHD health days in schools across Pakistan.

About Procter & Gamble

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About Global Handwashing Day

Global Handwashing Day 2010 revolves around schools and children. On Global Handwashing Day, playgrounds, classrooms, community centers, and the public spaces of towns and cities are awash with activity to drive handwashing behavior change on a scale never seen before, bringing the critical issue to center stage.

Global Handwashing Day is the centerpiece of a week of activities that mobilizes millions of people in more than 80 countries across all five continents to wash their hands with soap.

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