The vision of the P&G Baby Care business is to be the best baby and child care company devoted to the healthy well-being and development of babies and young children. Both as a company and as a brand, P&G takes social responsibility seriously, and believes that P&G should be at the forefront of helping to improve, and where possible save, the lives of children around the world. By supporting UNICEF, P&G is able as a business, to give something back to the more vulnerable mothers and babies around the world and help protect them against preventable diseases.
Every year maternal and neonatal tetanus kills more than 30,000 mothers and 140,000 babies around the world; this translates as one baby dying every three minutes. Most of those affected live in remote areas in the poorest countries. It is commonly believed that tetanus was wiped out long ago, but in 57 countries around the world this deadly disease turns the joy of childbirth into tragedy, taking the lives of newborn babies in the first week after birth.
P&G, through its Pampers brand, is expanding its commitment to children's healthy development by financing the procurement of close to 45 million tetanus toxoid vaccines. Building on the success of its program in the United Kingdom during 2006, the company will execute a cause related marketing campaign in Western Europe, Japan, and other markets around the world. 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.
Through its established reporting mechanisms, UNICEF will provide details to P&G of the numbers of tetanus vaccines procured and administered to women in developing markets and resulting progress in eliminating maternal and neonatal tetanus in the countries being supported.
In 2006, P&G's Pampers brand implemented a cause-related marketing promotion in the UK to support UNICEF's tetanus elimination efforts. The campaign helped procure more than 7.5 million vaccines. In 2007, P&G will increase its commitment to UNICEF and to children's healthy development by extending this initiative to fifteen countries in Europe, to Japan, and to other countries around the world, with the goal of financing close to 45 million tetanus toxoid vaccines worldwide.
During the 2007/2008 promotion periods, the company will cover UNICEF's procurement costs for the tetanus vaccine by dedicating revenue from every pack of Pampers sold, with the ultimate goal of helping save the lives of mothers and infants in developing countries in need of vaccines. The company will further undertake a large-scale advertising, media, and PR campaign to build customer awareness and participation in supporting UNICEF's tetanus elimination programs.
By joining forces with UNICEF, the company intends to provide millions of mothers and their babies with life-saving tetanus vaccines through 2008 and 2009. Because of the added risks infants face, mothers will receive at least two doses of the tetanus vaccine, four weeks apart. This will help ensure that vaccinated mothers do not pass tetanus antibodies to their fetuses. The last tetanus dose should be administered at least two weeks before delivery. Using simple, life-saving interventions such as this can help ensure that mothers and their unborn infants are protected from maternal and neonatal tetanus.
- Execution of Cause Related Marketing Promotion
- Remittance of funds to partner and Procurement of Vaccines by UNICEF
- Delivery of Vaccine and Execution of Vaccination Campaigns in 2008 & 2009
Participants in this Activity: P&G (Pampers) and UNICEF