The VH1 Save the Music Foundation and Procter and Gamble Team-Up For Multi-Platform Awareness Campaign To Support Music Education In Public Schools

The VH1 Save the Music Foundation and Procter and Gamble Team-Up For Multi-Platform Awareness Campaign To Support Music Education In Public Schools

VH1 Save The Music is Focus of P&G's August BrandSAVER Designed to Educate Consumers on the Importance of Music Education and How They Can Help

P&G Will Donate $250,000 to Help Restore Music Education Programs In Public Schools Across the Country

NEW YORK, Aug. 30 /PRNewswire/ -- The VH1 Save the Music Foundation and Procter & Gamble (NYSE:PG) have partnered for a multi-platform campaign designed to trumpet the benefits of The Foundation's core mission -- to promote the importance of music education as an integral part of a child's education. In addition to their promotional support, P&G will donate $250,000 to VH1 Save The Music to help restore music education programs in 10 public elementary schools this year.

"The VH1 Save The Music Foundation is thrilled to partner with such a dynamic and visionary company as P&G," said Paul Cothran, Executive Director, VH1 Save The Music Foundation. "This exclusive partnership helps to ensure that even a greater number of students will begin the school year with access to a complete education. Additionally, it brings The Foundation that much closer to reaching our goal of enhancing the education of one million students by 2007."

"P&G is proud to partner with the VH1 Save The Music Foundation to help build a well-rounded, educational foundation for our nation's youth," said Elva Lewis, Associate Director, P&G North America Corporate Marketing. "Furthering the development of music education programs in public schools will ensure the children of our future have access to the tools and programs that enhance their ability to learn and be successful."

Formed in 1997, VH1 Save the Music is a non-profit organization that purchases new musical instruments to restore music education programs in public schools that have been cut due to budget reductions in the past or to save programs at risk of elimination due to lack of instruments. The Foundation also conducts awareness campaigns, musical instrument drives and fundraising events. Since the Foundation's inception nearly $30 million worth of new musical instruments has been donated to 1,200 public schools in 80 cities, improving the lives of more than 500,000 children.

Research has shown that musical study develops critical thinking and self discipline skills and improves a child's early cognitive development, basic math and reading abilities, self-esteem, SAT scores, ability to work in teams, spatial reasoning skills, and school attendance. In addition, researchers found that children involved with music education are more likely to graduate from high school and attend college, and are less likely to be involved with gangs and substance abuse.

VH1 Save The Music and P&G Create Multiplatform Approach

In an effort to raise awareness and support for The Foundation, VH1 Save the Music and P&G have partnered to create a multi-platform campaign.

* P&G will use its August brandSAVER coupon booklet to help emphasize how P&G brands can be an important part of preparing families for the upcoming school year. Included are photos of VH1 Save the Music students, as well as information about music education research and The Foundation's commitment to restoring music education programs throughout our nation's public schools.

* P&G will also support the campaign through brandSAVER.com. Available at http://www.brandsaver.com/vh1savethemusic, the website will allow users to discover first-hand how music education touches lives. Site visitors will be able to meet the students of a VH1 Save The Music sponsored class and learn how music education helps develop and improve many aspects of their lives. Click again, and users can listen to a musical snippet each students plays. In addition the VH1 Save The Music website will link to http://www.brandsaver.com/vh1savethemusic .

* The campaign will feature on-air promotional support on VH1 and VH1 Classic. The spots -- which have been custom created for the campaign -- will promote how P&G and VH1 Save the Music have partnered to restore music education.

* In addition, consumers will have a chance to win a trip to see some of their favorite stars perform at the 2006 VH1 Save the Music benefit concert.

The campaign will conclude in early October with a check presentation and student concert in Cincinnati, Ohio. Date and Talent TBD.

About VH1 Save The Music

Since VH1 Save The Music was created in 1997, nearly $30 million worth of new musical instruments have been donated to 1,200 public schools in 80 cities, improving the lives of more than 500,000 children. VH1 Save The Music's many honors include the Governors' Award (a special Emmy Award), the George Foster Peabody Award for broadcast and cable excellence, and many Beacon Awards. The national sponsor of VH1 Save The Music is Procter & Gamble.

About Procter & Gamble

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Clairol Nice 'n Easy(R), Head & Shoulders(R), and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide.

Contact: Maura Wozniak/VH1

212-846-7325

Source: VH1

CONTACT: Maura Wozniak of VH1, +1-212-846-7325

Web site: http://www.vh1.com/ http://www.brandsaver.com/vh1savethemusic

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