P&G, through the Pampers brand, will drive awareness of the maternal and neonatal tetanus cause through a major multi-media global campaign that consists of television and print advertising, interactive, in-store messaging, displays, and public relations. The objective of this awareness campaign is to develop broad awareness that maternal and neonatal tetanus is a public health issue and encourage consumers to join the fight in helping to eliminate this deadly disease through participation in Pampers activities and additional donations. Over the next three years, this campaign will be executed in every region globally where P&G sells the Pampers brand. Through the awareness driving activity over the next three years, Pampers will deliver over one billion consumer impressions which include over 250 million from packaging alone.
- Number of vaccines provided by P & G Pampers: 200 million
- Number of women protected: 70 million Child Bearing Age Women.
With maternal and newborn tetanus killing thousands every year, a newborn dies of the disease every few minutes. This campaign aims to contribute to global elimination of maternal and newborn tetanus which is defined as less than one case of newborn tetanus per 1,000 live births in every district in each of the remaining 46 countries, which will be validated by WHO.
Tetanus toxoid (TT) is a safe and inexpensive vaccine that not only protects women of childbearing age against maternal tetanus (2 doses protect for three years and 3 doses protect for five years) but also passes on protection through maternal antibodies via the placenta to their babies. This tetanus protection will be valid for the first two months of the baby's life.
P&G, through its Pampers brand, is expanding its commitment to children's healthy development by financing the procurement of over 200 million doses of Tetanus Toxoid vaccines. The company will execute a cause related marketing campaign globally including Western Europe, North America, Middle East, Africa, China, and Japan. In addition, P&G will support donations to UNICEF, covering the cost of one tetanus vaccine for every pack of Pampers sold during specific promotion periods. A significant advertising and PR campaign will help build awareness of the promotion and encourage customers to support UNICEF's efforts in this area. A fund-raising effort both with P&G employees and with P&G consumers and customers will also be organized to help funding delivery costs of the vaccines.
P&G's awareness raising campaign will seek donations to provide the vaccines donated via the Pampers/UNICEF campaign. They need partners to help fund the vaccine delivery including governments, and public and private donors. This is critical to the elimination of MNT.
UNICEF has a funding gap of over $70 million to be able to meet its objective of elimination of MNT by 2015
The other commitment makers will benefit from the great awareness through the media exposure and the broad reach to our consumers and customers.