CINCINNATI - Starting the week of March 29, Procter & Gamble will begin a major multimedia campaign aimed at highlighting the company??s environmental and conservation efforts, the Associated Press reports. Its "Future Friendly" initiative will encompass television and online advertising and new labels for products that will help consumers save energy, waste and water.

For example, Tide Cold Water reports to assist consumers in lowering the cost of washing clothes by not using hot water. P&G will offer coupons for the featured products. The company pointed to research showing that consumers have a strong interest in products with economic and environmental benefits.

"These consumers don??t want any perceived trade-offs in performance and price," said Melanie Healey, P&G president for North America, in a statement. "Instead, they want to purchase the brands they already know and trust and understand how using these products...can help them lower their impact on the environment."

The company has said it wants to contact 50 million U.S. households with its conservation message. The campaign will be supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education. In 2009, P&G raised its overall sustainability objectives.

"Conserving natural resources for future generations is a shared responsibility and a critical component of our purpose-driven focus on touching and improving the lives of our consumers," said Healey. "Consumers use our products billions of times every day. Future Friendly will help us turn these moments into opportunities to save environmental resources; help consumers get even more value out of the same products they know and trust; and, open new doors for innovative products and solutions that improve their lives."