Global Citizen’s long-standing partner P&G announced on June 27 additional efforts in its ongoing commitment to provide relief to communities impacted by COVID-19 around the world.

As a corporate partner of the Global Goal: Unite for Our Future campaign, P&G joined other organizations, philanthropists, and companies in pledging to fight COVID-19, especially for those hit hardest by the pandemic.

P&G’s latest commitment as part of Global Goal: Unite builds on its previous donations to global organizations working on the front lines against COVID-19. Notably, P&G and its Secret deodorant brand committed $1.2 million to the Local Initiatives Support Corporation (LISC), an organization working to revitalize and bring greater economic opportunity to communities in the US by investing in social enterprises, especially those that are women and minority-owned. Since the start of the COVID-19 pandemic, LISC has been working to support those who have been most impacted through their Rapid Relief & Emergency Fund, which provides grants to small businesses, supports community-based organizations, and delivers tech support to residents of these communities.

P&G and Secret’s donation to LISC will specifically assist the organization in helping small businesses stay afloat throughout the course of the pandemic so that women- and minority-owned businesses sustain operations and preserve jobs.

In addition to supporting LISC, P&G has also provided additional product donations to nonprofit organizations worldwide, including Save the Children, Americares, Feeding America, Matthew: 25 Ministries, national Red Cross & Red Crescent Society initiatives, In Kind Direct, and more. The donations include Safeguard soap and sanitizers and Always period products, as well as COVID-19 testing kits. P&G’s commitment to further support the organizations working on the front lines of the pandemic reinforces its pledge to be a Force For Good, especially during times of crisis.

“We stand with all those fighting for survival, equality, and justice,” said Damon Jones, P&G’s chief communications officer. “P&G is providing support to communities with resources to survive the pandemic, improve access to education and health care, and help make our communities more equitable.”

Since the beginning of the COVID-19 outbreak, P&G has worked with more than 200 relief organizations in over 55 countries. Between Global Citizen’s two campaigning events over the course of the pandemic, withOne World: Together At Homein April andGlobal Goal: Unite for Our Futurein June, P&G mobilized over $20 million in funding and essential health, hygiene, and cleaning products in support of Global Citizen’s mission.

Global Goal: Unite not only emphasized the urgent need for equitable access to COVID-19 care and testing, but also highlighted the disproportionate impact that the pandemic has had on communities of color. Commercial breaks during the NBC broadcast premiere of Global Goal: Unite for Our Future — The Concert featured calls for racial justice from a variety of companies. P&G used the space to air its award-winning ads including “The Choice,” “The Talk,” “Choose Equal,” and “Two Evils'' that bring difficult conversations around race to the forefront of the conversation. P&G’s ads have recently spotlighted other marginalized groups in the US as well, including women, the LGBTQ+ community, and Hispanic and Latino Americans.

To read more about the Global Goal: Unite for Our Future campaign, click here.

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Demand Equity

P&G Commits Millions More Toward COVID-19 Relief

By Liza Gellerman