To support the launch of P&G Future Friendly and its conservation education platform, the brand today announced two separate, signature partnerships with leading organizations in the environmental landscape - National Geographic and Earth Day Network.

By supporting interactive conservation tools through National Geographic and awareness-raising activities through Earth Day Network, Future Friendly will help educate and motivate mainstream consumers to make simple household changes that help save water, save energy and reduce waste. Additionally, these efforts will help Procter & Gamble (P&G) fulfill its 2009 Clinton Global Initiative commitment to provide conservation education to at least 50 million U.S. households by the end of 2010.

"One of the central components of the Future Friendly program is to collaborate with external partners and outside experts to develop innovative ways to reach consumers with our conservation message," said Kirk Perry, Vice President, North America, P&G. "We see the promotion of in-home conservation habits as an important sustainability effort and the program reflects our approach to enabling the mainstream consumer to reduce her use of natural resources."

Future Friendly is working with the National Geographic Society, one of the world's largest nonprofit scientific and educational organizations whose mission is to inspire people to care about the planet, to provide consumers with educational materials highlighting methods to save energy, save water and reduce waste within their homes. Conservation education material developed specifically for Future Friendly by National Geographic will be accessible through www.futurefriendly.com and www.facebook.com/futurefriendly in a dynamic, holistic consumer education experience promoting household and lifestyle conservation habits.

"This is a wonderful chance for us to help increase awareness of these important issues," said Tasha Eichenseher, Producer, National Geographic Digital Media. "The more we know about water and energy conservation and waste reduction, the better off we are. Futurefriendly.com can help deliver this important content to an even wider audience."

Future Friendly is also a Co-Presenting Sponsor of the Earth Day 2010 40th Anniversary event with Earth Day Network. The flagship event takes place on the National Mall in Washington D.C. on April 25, 2010, and brings together top musical talent and hundreds of thousands of people from around the world to celebrate the 40th anniversary of Earth Day and reinforce the important role all persons play in promoting the health of our planet. In addition to education-focused activities surrounding the anniversary, Future Friendly is also the exclusive sponsor of the Earth Day Network's "Billion Acts of Green" iPhone and Facebook applications. The "Billion Acts of Green" global grassroots campaign seeks to inspire conservation through an interactive Web site and other social media tools that enable people to make a pledge to improve their environmental impact and promote other environmentally-beneficial habits to friends and family via social media channels.

"Earth Day Network is honoring the 40th anniversary of Earth Day with this important educational partnership with Future Friendly," said Kathleen Rogers, Earth Day Network President. "It is our hope that this campaign will inspire people to take steps in their own lives to protect the environment."

Future Friendly, Procter & Gamble's new multi-brand initiative, is an educational platform designed to provide practical conservation help and branded products featuring clear benefits in water savings, energy savings and waste reduction. The program brings together the power of trusted brands like Tide, Pampers, PUR, Duracell and others for a simple mission: to help mainstream consumers save water, waste and energy at home. A full media platform, including extensive social networking and consumer engagement components, supports the launch of the brand. Future Friendly-labeled products began appearing on store shelves in early April at approximately 15,000 retail locations across the U.S.