Greg Allgood, director of Children's Safe Drinking Water at Procter and Gamble, spoke about one product that is using all the aspects of the system to try to provide clean water to needy people.

P--G developed PUR, a packet of powder that can be stirred into water and clean and disinfect it in 20 minutes. Allgood demonstrated the product Friday morning and turned a jar of brown water into clear while he spoke about P--G's attempts to distribute PUR locally around the world.

The model uses social marketing, works in schools, distributes through local people and shows commercials in the U.S. to increase awareness.

P--G has focused on PUR as its worldwide philanthropy, so it provides the product at cost for emergency relief and sustained social efforts, Allgood said.

Henock Gezehegn, marketing and technical services director for Population Services International in Ethiopia, said it's important to think about all the aspects of providing safe drinking water.

In order to do so in a sustainable way, it must be acceptable, affordable and available, Gezehegn said. The best way to do so is to use the commercial market because it is doesn't rely on foreigners to keep it going.

"It's all about enabling the market to work for the poor," Gezehegn said.

Julianna Parker 366-3541 jparker@normantranscript.com