Over recent years, under the leadership of Dr. Greg Allgood, director of the Children’s Safe Drinking Water Program, P&G has helped to distribute 65 million PuR packets. These packets have been used to purify 650 million liters of water, most often in rural locations. Over time, and through a variety of deliberate partnerships that Allgood cultivated in 10 countries, P&G has tested three different sales and distribution models: commercial marketing, social marketing and disaster relief—each with varying degrees of success. Drawing from past successes and failures, 205Allgood is considering how to fulfill P&G’s aggressive commitment to providing 135 million liters of safe drinking water in Africa and how to achieve long-term behavior change.