Business Charity Awards 2015: Cause Related Marketing - Pampers with Unicef: 1 Pack = 1 Vaccine Campaign

For a marketing partnership between a business and a charity that has used the company's products to promote the charity's cause or brand, or helped to raise funds for the charity

Pampers and Unicef: combating maternal and new-born tetanus
Pampers and Unicef: combating maternal and new-born tetanus

What is the project?

Since 2006, Pampers has partnered with Unicef to protect mothers and babies worldwide from the dangers of maternal and new-born tetanus (MNT), a deadly but preventable disease caused by unhygienic birth practices. Once newborn tetanus is contracted there is no real cure. The disease claims the lives of 49,000 new-born babies every year.

What does the project do?

For every specially marked pack of Pampers sold in the UK and other participating markets between October and December each year, the parent company Procter & Gamble donates the cost of one life-saving vaccine to Unicef, which is 4.4p. The funding can either pay for a vaccine directly or go towards its delivery. Mothers who receive the vaccine during delivery will be protected against tetanus for at least the next three years, and new-borns for the first two months of their lives.

Why did it win?

In the 10 years this campaign has been running, enough funds have been raised to provide 300 million vaccines and eliminate MNT altogether in 15 countries. The campaign has shone a spotlight on a little-known disease, reaching more than 376 million people in 2014 through media coverage. The project has also helped Pampers to grow year on year in western Europe.

What did the judges say?

Mike Wright, director of membership and communications at Bond, said: "It was a clear proposition that was well executed and carried out over a sustained period of time. It's a model for cause-related marketing."


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