(NewsUSA) – A growing crisis is threatening families every day as contaminated drinking water spreads contagions and diseases to households worldwide. But contaminated water is not only making people sick, it is also leading to early mortality.

“Mothers lose 1.8 million children every year from diarrheal diseases caused by contaminated water — more than HIV/AIDS and malaria combined,” says Dr. Greg Allgood, director of P&G Children’s Safe Drinking Water Program (CSDW), a non-profit organization focused on the critical, global need for clean, safe drinking water.

Some organizations and companies, however, are stepping in to help. Pantene, the world’s leading hair care brand, has announced a charitable partnership with CSDW. Pantene launched Healthy Hair for Healthy Water (HHHW), a global program that supports CSDW in helping women, children and their communities access safe drinking water. The program hopes to prevent 20 million person-days of illness and save an estimated 2,500 lives by providing half a billion liters of clean drinking water every year by 2020.

The Pantene HHHW initiative is part of Pantene’s ongoing commitment to making meaningful improvements in sustainability through its products, operations and social responsibility programs. Pantene is working toward creating innovative, beautiful products that are better for the environment, without trade-offs for consumers in performance, aesthetics or price. They expect to launch the HHHW program in several regions around the world over the next five years and are currently working toward the next introductions in Brazil and Indonesia.

Consumers can participate by purchasing Pantene products from the P&G eStore at www.pgestore.com/Pantene/pantene,default,sc.html. For each bottle purchased from the eStore through February 28, 2011, Pantene will donate 10 cents to CSDW. Ten cents is enough to buy one PUR packet, which transforms contaminated water into clean water. Just one PUR packet can turn 10 liters of contaminated water into safe drinking water.