PUR Water Filtration Systems and former Playboy centerfold and supermodel Cindy Crawford have gotten together to help–what else?–the children and the environment.
Crawford, who was once a chemistry major, says that after she had two children, she suddenly saw the light and, Saul-to-Paul-like, had a great ephiphany about environmental matters, especially since she lives in Malibu which she describes as being extremely aware of environmental concerns in the community and in the public schools.
With their "Thirsty for Change" market campaign, PUR and Crawford are promoting a proprietary "eco-chic" reusable aluminum beverage bottle. Crawford and PUR worked together to design the bottle.
Many have become concerned over the last couple of years about the number of disposable plastic bottles that Americans go through on an annual basis in the name of drinking safer or healthier water. Many, many billions of the non-biodegradable plastic bottles wind up in land fills every year, and others wind up polluting the woods, the community, and so on and so forth.
PUR is pushing for people to use filtration systems and get back to using tap water that has been cleansed by such systems, and they and Crawford are urging people to fill their reusable aluminum bottle with that filtered water instead of buying "pure spring water" that, too many times, is not really "pure" and does not come from a mountain or river spring after all.
The $20 bottles are a limited edition release and the tagline "Thirsty for Change" appears on them.
According to a press release by the Cincinnati-based water filtration company, Crawford says, "Environmental issues are on the top of everyone’s mind, including my own. As a mom, I’m particularly concerned because I want my kids to grow up in a healthier environment. I filter my tap water with PUR. It’s a really simple yet impactful way to reduce the amount of unnecessary plastic my family uses while also ensuring that we always have access to clean, great-tasting drinking water."
The PR piece also states:
In addition to being eco-chic, PUR’s "Thirsty For Change" refillable bottle is also helping to save the lives of children in developing nations. More than 4,000 children die every day because they don’t have access to an adequate supply of clean, safe drinking water. All proceeds from the sale of the "Thirsty for Change" reusable bottle benefit the Children’s Safe Drinking Water program, which to date has provided over 1 billion liters of clean water to needy children and their families around the world.
In addition to the push for the drinking of filtered tap water and the use of the reusable bottles, Crawford is also promoting the use of online telephone directories in place of receiving the often-thrown-away and wood-consuming printed telephone book (people should call their local telephone service provider and tell them to take them off their delivery list) and buying locally grown or produced food whenever possible in order to cut down on throw-away cans and the use of fuel.
Some people in the public, not surprisingly, are taking a cynical view of Crawford’s involvement enterprise, saying that no-one who lives in a "McMansion" could possibly have much sensitivity to the environment, and it must just be for whatever amount of money PUR is paying her to help sell their product.