APPROACH AND METHODOLOGY
In support to UNICEF's efforts to eliminate MNT by 2015, Pampers will drive awareness of the maternal & neonatal tetanus cause through a major multi-media campaign that consists of television and print advertising, digital & social media outreach, in-store messages & displays, and public relations. This will develop broad awareness that MNT is a public health issue and encourage consumers to join the fight in helping to eliminate this deadly disease through participation in the Pampers-UNICEF activities. Pampers will also continue to donate the equivalent cost of one vaccine for each pack sold through the '1 pack = 1 vaccine' campaign to support UNICEF in their fight against MNT.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Pampers will continue to be an important donor in the global effort to eliminate MNT in 39 of the world's poorest countries by 2015. MNT elimination means having less than one case of neonatal tetanus per 1000 live births in every district of every country (as evaluated by the World Health Organization). UNICEF and WHO recommend vaccination of all women of child bearing age living in areas at high risk of MNT with 3 doses of Tetanus Toxoid vaccine. UNICEF is allocating Pampers' funding towards the implementation of this approach i.e. 3 doses for each woman of reproductive age in high risks areas. Today, Pampers funding has already helped eliminate MNT in Myanmar and Uganda. By 2015, P&G hopes that Pampers funding will help eliminate MNT in at least 28 of the 39 countries still at risk of this deadly disease.
Maternal & neonatal tetanus (MNT) is often a tale of two worlds. In the developed world, MNT is a thing of the past as most mothers give birth in a medical facility and the babies are routinely immunized in their first year of life and, through booster doses, periodically. But in the developing countries, the disease remains as a public health problem. Neonatal tetanus is an important cause of newborn mortality in the poorest areas of the world where most women do not have access to health facilities or immunization services. Currently, there are 39 countries, largely in Asia and Africa, where MNT remains a public health problem. Neonatal tetanus occurs when newborns are infected as a direct result of unhygienic birthing practices, such as cutting the umbilical cord with un-sterile instruments, handling it with dirty hands or treating it with contaminated dressings and traditional substances such as ghee, cow dung, ashes and mud. Once neonatal tetanus has been contracted, there is no real cure in areas with limited or no health services. In rural areas of developing countries, almost all new born that are infected with neonatal tetanus die. Mothers can also be infected with tetanus during an unsafe or unsanitary delivery.
Even though MNT is easily preventable by a simple vaccine, every 9 minutes a baby still dies from this disease (source: WHO 2008 update).
To help UNICEF in their efforts to eliminate MNT by 2015, Pampers commits to run the '1 pack = 1 vaccine' campaign every year until 2015. For every marked pack sold during the campaign, Pampers will continue to donate the equivalent cost of one vaccine to support UNICEF in their fight against MNT.