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Safeguard partners with Design for Change Pakistan to lead one of the largest school challenges in the country

               The historic initiative will engage schoolchildren of classes 3 to 8 from all over the country

PAKISTAN, Karachi, 22 August 2011: Safeguard, Procter & Gamble’s leading anti-bacterial soap is collaborating with Design for Change (DFC) in Pakistan to foster a new generation of hopeful Pakistanis who can be change-makers and future leaders of the country.

The global Design for Change School Challenge is the world’s largest movement for change initiated by children. As part of DFC, children use the simple 4-step process of ‘Feel, Imagine, Do, Share’ to design and implement solutions to the world’s greatest challenges. Pakistan, alongside 22 countries across the globe joined the challenge in 2010 for the first time, leading the largest school challenge that the world has ever seen, seeking to engage thousands of schools and children nationwide and around the world. Together Safeguard and DFC aim to reach at least 35000 children in 7000 Schools in Pakistan over the next three months. Children will in the first phase share their vision of how they intend to bring about a change in their community. As a second step, these children will organize a movement with the intention of realizing their vision.

Sharing her thoughts, Mubashara Khalid, Brand Manager, Safeguard Pakistan said, "Safeguard is committed to the long term prosperity of the country. Over the last 7 years, Safeguard has been running the Sehat – o – Safai school program, one of the largest private sector health and hygiene awareness programs in the country which has empowered over 7.5 million children in more than 20,000 Pakistani schools. By partnering with Design for Change we are aiming to furnish more opportunities to school children to solve critical problems surrounding our society, and hope to secure the next generation of thought leaders and role models.”

“Design for Change Pakistan is an extremely relevant movement for Pakistan and its children today.” said Nida Alavi, DFC Global Partner for Pakistan. "By engaging our young children to feel out a problem, imagine possible solutions, do what they can to make a difference and share their stories of change, Design for Change Pakistan is an emphatic step towards nurturing proactive, positive Pakistanis everywhere. In this spirit, our outreach is embracing a broad spectrum of schools including public and private, rural and urban as well as schools serving children with special needs. It is a mutual commitment to enabling children to make their childhoods and communities responsible and happier that has brought Safeguard and Design for Change Pakistan together in this very exciting collaboration.”

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Design for Change

The global Design for Change School Challenge is the world’s largest movement for change initiated by children. With over thirty countries involved and increasing every day, the countries participating to make it the world’s largest Design for Change School Challenge along with Pakistan include UK, Mexico, Japan, Brazil, Ireland, Canada, USA, Sri Lanka, Bhutan, Australia, Finland, Indonesia, India, South Korea, Taiwan and many others. In its first year, Design for Change Pakistan reached 1500 schools while globally, the movement touched 50,000 schools. Design for Change presents children all over the world with an opportunity to wrestle with the world’s greatest challenges and design their own unique solutions to those problems, by taking one IDEA, implementing it for at least one WEEK, and CHANGING a million lives in the process. What the challenge intends to make visible is that this framework can and will inspire children across Pakistan to say “I Can!” This historic initiative is targeting schoolchildren of classes 3 to 8 from all over the country. We strongly believe that as change has no boundaries, any Pakistani child, irrespective of ethnicity or religion should be empowered to participate. DFC Pakistan is thankful to Safeguard for being lead sponsor of the initiative in 2011 and JWT for its creative support.

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