Procter & Gamble is turning online reading into a socially worthy deed. Expanding its “Give Health Clean Water Blogivation” campaign, which started in August and is focused on providing clean water, vaccines and education to children in need, the global producer encourages website owners from around the world the world to embed a special widget designed to ‘convert’ users’ clicks into drinking water for deprived communities in developing countries.

Starting November 1, for each click on the special white and blue banner P&G will give money to purchase about 2 litres of clean water (an average daily amount of drinking water per person) to people in need. The ultimate goal of the project is to collect 100,000 days worth of clean water by the end of 2010. To date, through the female bloggers-driven Give Health Clean Water Blogivation program Procter & Gamble managed to collect more than 20,000 days of water. This week, bloggers can go to the Changents website to sign up to get a notification when the code will be available. The widget features the number of days of drinking water from P&G and also requires the one who donates to enter his or her email, which will be used to verify the click.

The concept of the new widget is similar to the traditional one, which is usually installed on online pages for turning blogs into something profitable. The only difference is that the clicks are now turning into donations to a good cause. The new turn of the program is like a contest, which will be won by the person who will write most interesting articles and attract more and more readers to his or her page (the more readers there will be, the more clicks the widget will get). And the blogger doesn’t have to send out letters asking the subscribers for donations or write posts encouraging readers to follow some link to give money for some social-related initiative.