"This campaign is our effort to work hand-in-hand with consumers to make continued progress toward our goal to convert 70% of all wash loads worldwide to cold by 2020."
CINCINNATI--(BUSINESS WIRE)--In honor of Earth Day 2012, P&G today launched its “Take a Load Off”
campaign, encouraging U.S. consumers to switch to cold water laundry
washing to help save energy and cut down on household utility costs.
When doing laundry, heating water can account for up to 80 percent of
the energy used per wash load in the U.S. The campaign is part of Future
Friendly, P&G's conservation education initiative designed to raise
awareness that taking simple steps to save energy, save water and reduce
waste can make a meaningful impact on the environment.
“This Earth Day, P&G is inviting consumers to take a load off of the
energy grid and their wallets by making one simple change -- washing
laundry in cold water,” said Len Sauers, vice president of
sustainability for P&G. “This campaign is our effort to work
hand-in-hand with consumers to make continued progress toward our goal
to convert 70% of all wash loads worldwide to cold by 2020.”
In 2010, P&G announced a goal to convert 70 percent of total washing
machine loads to cold water by 2020. The Take a Load Off campaign
will motivate consumers to switch to cold water washing by showcasing
the environmental benefits, promoting Tide laundry detergents specially
formulated to provide a deep clean in cold temperatures and
incentivizing the public to participate. As part of the P&G Future
Friendly partnership with the Alliance to Save Energy, a nonprofit
organization that promotes energy efficiency worldwide, the campaign
will provide data that illustrates the environmental benefits of cold
water washing. For instance, if an average household switched to cold
water washing for one year, it would save enough energy to:
Watch TV for 1,363 hours1
Charge an iPhone 4S 30,861 times2
Power an average new refrigerator for nearly 4 months3
A Facebook sweepstakes, running today through May 13 at http://www.facebook.com/futurefriendly,
invites the public to wash in the cold water for the chance to win
prizes from P&G each week, including high-efficiency washer and dryer
sets and Tide Coldwater detergent. P&G will also bring its cold water
washing message to life through pop-up laundry lounges in Los Angeles on
April 10 and New York City on April 18. Hosted by actress and expectant
mother Vanessa Lachey, the laundry lounge - created from a refurbished
shipping container - will encourage consumers to “take a load off” with
educational displays and on-site experts.
“Switching to cold water washing is a win-win. You cut down on household
energy use and save money while doing something good for the
environment,” said Vanessa Lachey. “‘Take a Load Off’ makes it easy for
each of us to champion the message that small changes at home can have a
big impact on the environment.”
Tide Coldwater was developed by P&G to work most effectively in cold
water conditions and recently ranked among the top detergents by a
leading consumer group. Specially formulated with different enzymes and
surfactants, the detergent allows consumers to live more sustainably and
save money without sacrificing the results they expect from a trusted
brand such as Tide.
At the Clinton Global Initiative in 2011 P&G committed to reaching 100
million U.S. households by Earth Day 2013 with the information needed to
convert from warm/hot water laundry habits to cold water washing. To
further its reach, “Take a Load Off” will be amplified by multi-media
efforts including content on iVillage, Daily Candy and NBCUniversal. For
more information, visit: http://www.facebook.com/futurefriendly.
P&G Future Friendly is a program that empowers consumers to save energy,
save water and reduce waste, using science, innovation and unique
partnerships to achieve meaningful environmental impacts. The P&G Future
Friendly program is a direct extension of P&G’s long-term commitment and
disciplined, science-based approach to environmental sustainability.
Through the program, P&G is better able to share these solutions with
consumers so they can realize the benefits in their own homes.
Sustainability is core to P&G’s Purpose to Touch and Improve the Lives
of the Worlds’ Consumers, now and for generations to come.