CASE 16 583strongest portfolios of trusted, quality, leadership brands,
including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®,
Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®,
Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun® and Fusion®.
One of the core values of P&G is to help to solve the
world’s sustainability challenges. It does so through inno-
vations that enhance the environmental profile of products,
by reducing the environmental footprint of their oper-
ations, and through contributions to help children in need.
Indeed, in recent years, P&G decided to focus upon a cor-
porate cause where the need is great and there is a clear fit
with P&G’s strengths, brands and current programmes, i.e.
improving life for children in need, ages 0–13, through the
P&G Live, Learn and Thrive programme. This programme
entails helping children in need to live by:z helping to ensure they get off to a healthy start;
z providing them with places, tools and programmes that
enhance their ability to learn; and
z giving them access to programmes that help develop
the self-esteem and life skills that they need to thrive.P&G believes that this is both a worthy cause that is
of interest to many of its stakeholders, and one for which
it can offer expertise. Indeed, P&G has many existing
programmes in children’s education and development
as well as deep expertise in health and hygiene. One of
these programmes is a long-term co-operation with
UNICEF.UNICEF: Unite for children
UNICEF, the United Nations Children’s (Emergency) Fund,
provides help and support to children in need around
the world. The organisation focuses on areas that relate
to helping children in need, such as child survival and
development, child protection, basic education and gender
equality, HIV/AIDS and children, and policy advocacy and
partnerships. UNICEF works on projects related to child
survival, nutrition and environmental interventions, quality
education for children, protecting children from violence,
exploitation and abuse, prevention and paediatric treatment
of HIV and AIDS, and policy analysis, leveraging of resources,
and child participation. UNICEF, a Nobel Peace Prize winner,
works in 158 countries and territories and is present in
36 industrialised countries. Ninety-three per cent of funds
go directly to serve children.
One of the ways in which the organisation tries to
achieve its goals is by teaming up with partners in joint
support projects. This case describes the co-operation
between UNICEF and Pampers in a maternal and neonatal
tetanus vaccination programme.Pampers and UNICEF: protecting
vulnerable babies from neonatal tetanusP&G’s Live, Learn and Thrive children support programme
is brought to life through partnerships between Pampers,
P&G’s leading brand of disposable diapers, and sub-brands
like Kandoo, and organisations such as UNICEF. The brand–
good-cause fit is obvious. UNICEF is the world’s leading
children’s organisation that tries to advance humanity
through programmes that ensure every child’s right to
health, education, equality and protection. Improving the
health of children is one responsibility among many in the
fight against poverty. Healthy children become healthy
adults: people who create better lives for themselves, their
communities and their countries. Improving the health of
the world’s children is a core UNICEF objective.
Pampers is the world’s biggest children’s brand. Pampers
is sold in over 100 countries around the world. Each day
Pampers are used by more than 35 million babies. The
brand’s appeal is beyond functional benefits, and is awarded
by mothers all over the world. Mums, Pampers and UNICEF
help babies in need and care for babies’ development.
Of every 100 children born today, 26 will miss out on
immunisations against basic childhood diseases. One of
these basic immunisations is against tetanus. Maternal
and newborn tetanus (MNT) are often a tale of two worlds.
In the industrialised world, most mothers give birth in a
medical facility and are routinely immunised both in their
first year of life and, through booster doses, periodically. To
them tetanus is a thing of the past (unless they step on a
rusty nail and require a booster shot of the vaccine). But in
the less developed countries, the disease remains endemic.
Newborn tetanus is one of the leading causes of newborn
mortality in the poorest areas of the world where most
women do not have access to health facilities or immunisa-
tion services. Newborn (neonatal) tetanus occurs when
newborns are infected as a direct result of unhygienic
birthing practices, such as cutting the umbilical cord with
unsterile instruments, handling it with dirty hands or
treating it with contaminated dressings and traditional
substances such as ghee, cow dung, ashes and mud.
Mothers can also be infected with maternal tetanus during
an unsafe or unsanitary delivery.
Once newborn tetanus has been contracted there is
no real cure. In rural areas of less developed countries,
almost all infants that are infected with newborn tetanus
die. Even today over 95% of the babies that suffer from
newborn tetanus and who have no access to treatment
facilities will die. Over 80 years after the vaccine be -
came available, some 100 million women and thousands
of unborn babies are still at risk from one of the most
painful deaths known to medicine. About 5% to 7% of
infant deaths or approximately 128 000 newborns die
annually from newborn tetanus, and thousands of womenM16_PELS3221_05_SE_C16.indd 583M16_PELS3221_05_SE_C16.indd 583 6/6/13 8:59 AM6/6/13 8:59 AM