/PRNewswire/ -- Tide is proud to announce five-time Grammy Award winner Faith Hill as the new ambassador for its Tide Loads of Hope program. In 2005, the devastation of Hurricane Katrina inspired the launch of Tide Loads of Hope, a mobile laundry service that provides clean clothes to families affected by disaster. For nearly five years, Tide Loads of Hope has offered free laundry services to communities in the wake of major disasters like Hurricanes Katrina, Gustav, Ike, the California wildfires, and most recently the floods in Middle Tennessee and Pike County, KY. For Faith Hill, who was born in Mississippi and now lives in Nashville, the Tide Loads of Hope program serves as an example of what people and companies can do to provide basic services to individuals in need.

Since 2005, Faith has quietly and tirelessly committed herself to the needs of those affected by Hurricane Katrina. In addition, through charity concerts, fundraisers and donation drives, Faith and her family have contributed goods, services and funds to many around the world affected by tragedy.

"As a Mississippi native, I have witnessed the damage, both physical and emotional, that Hurricane Katrina inflicted on the Gulf Coast. Since then I have been a champion of the work Tide does to restore a sense of hope and normalcy to those affected by disaster through providing a basic necessity - clean clothing," says Faith Hill. "And with the recent flooding in Nashville, Tide was on hand again to provide relief to those affected here. I am honored to join Tide Loads of Hope as it embarks on its fifth year of supporting communities in times of great need."

As the fifth anniversary of Hurricane Katrina nears, Tide will host a live concert on Tuesday, August 24, 2010 in New Orleans featuring Faith Hill. Tide Loads of Hope Presents: A Celebration of Hope with Faith Hill will serve to honor the resilient spirit of Gulf Coast residents and demonstrate Tide Loads of Hope's ongoing commitment to New Orleans. The concert will be free for residents of New Orleans and the surrounding area to celebrate how far the community has come in its rebuilding efforts since Katrina.

Gulf Coast residents will have the chance to win free tickets to see Faith perform live on August 24th at the Mahalia Jackson Theater, an iconic New Orleans performing arts center, which was recently rebuilt after closing its doors following Hurricane Katrina. Tickets will be distributed through local radio stations in the New Orleans, Baton Rouge, LA; Biloxi, MS; Lafayette, LA; and Jackson, MS areas.

"Since we launched Tide Loads of Hope, we've been inspired by the spirit of the communities we've touched. As we approach the fifth anniversary of Hurricane Katrina, we continue our promise to bring back the comfort of clean clothes to those in need," says Suzanne Watson, Tide Associate Marketing Director. "It is the same sense of compassion that inspires Faith Hill's charitable spirit so we could not be more thrilled that Faith Hill has chosen Tide Loads of Hope as a cause worthy of her involvement."

The Tide Loads of Hope program features a truck outfitted with 32 energy-efficient Frigidaire® Affinity(TM) washers and dryers that can do 300 wash and dry cycles a day (the average American family does 392 loads per year). Relief workers, first responders and individuals in areas affected are able to drop off their laundry to be washed, dried and folded by the Tide Loads of Hope team, free of charge. To date, Tide has washed over 36,000 loads of laundry for more than 27,000 families.

For more information on Tide Loads of Hope or to purchase a Tide Loads of Hope vintage t-shirt, now also available in Tide's signature orange, please visit TideLoadsofHope.com. The profits from the sale of the Tide Loads of Hope tees benefit families affected by disaster. You can also follow Tide Loads of Hope on Twitter at http://twitter.com/TideLoadsofHope or become a fan on Facebook at http://www.facebook.com/Tide.

About Tide®
For over 60 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach Alternative, Tide Stain Release, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more.

About Procter & Gamble
Four 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®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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