A Moment Of Humanity: Proctor And Gamble's Response To Disaster
In response to the deadly EF5 multiple-vortex tornado that hit Joplin, Missouri, Proctor & Gamble launched disaster relief initiatives at the heart of the devastated city.
As an immediate response to the devastating EF5 multiple-vortex tornado that hit Joplin, Missouri and left 138 casualties and over $3 billion in damages, Proctor & Gamble launched a series of direct disaster relief initiatives at the heart of the ravaged city. Two of P&G's leading brands, Tide and Duracell, reached out to afflicted survivors through specially-equipped trailers that provided free wash-and-fold services, batteries, flashlights, and charging stations for cellphones and laptops. Carol Cone, Managing Director for Brand and Corporate Citizenship at Edelman, speaks of this volunteer effort: