Marketing Communications

586 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS

for over 300 million vaccines was procured (by 2008–9,

200 million vaccines were procured). Over the 2009–10

campaign, Pampers raised an additional 100 million vaccines.

The basic simple mechanism remained the same: for every

marked pack shipped P&G donated the cost of one tetanus

vaccination at 7 cents. The global Pampers business unit

provides global marketing direction, full advertising and

PR templates and in-store materials, and support (as

needed/appropriate) that has been closely worked out

and cleared with UNICEF International. Local customisa-

tion and exploitation of these materials are worked out

between local P&G subsidiaries and UNICEF National

Committees. Local country branches could also engage

local ambassadors to build ambassador-endorsed cam-

paigns. P&G and UNICEF have also started a multi-brand

initiative under the umbrella of the Pampers–UNICEF

partnership to support the maternal and neonatal tetanus

vaccination programme.

The 2008 campaign started in October 2008. The

communications platform was: ‘ Together we can help give

millions of babies in need a brighter tomorrow.’ The busi-

ness objective was to drive the total Pampers product

line (diapers, wipes), putting mums at the heart of the cam-

paign. The creative material for Europe was updated.

Again, a mix of various above- and below-the-line com-

munications tools was used, leveraging the P&G marketing

tools: 30-second television ads, print campaigns, in-store

posters, banners and shelf cards, direct mailings and the

Internet. This time, direct mails were used to thank the

consumers for their support at the end of the campaign

in January 2009. Public relations materials and the website

Pampers Village were used to create extra buzz when cel-

ebrating the results in March 2009.

A public relations campaign was set up, with organised

field visits with the media to developing countries to witness

the campaign’s progress and the support of a celebrity

mum as the spokesperson for the campaign. To create

synergies between these PR initiatives and other instru-

ments of the marketing communications mix, different

elements were integrated, to bring to life the campaign in a

truly holistic way and make mums in Europe experience the

campaign through digital means:

z Make blogs from the press trips to the field.

z Make different reports and videos for the website to

bring the initiative to life.

z Collect facts and figures on UNICEF and tetanus around

the world for the website.

z Make a website section on the regional ambassador.

z Build relationships with top broadcasters.

z Arrange broadcast press trips for live interviews.

z Regional ambassador to be featured within broadcast.

z Develop additional POS materials featuring the Euro

ambassador to leverage the ambassador in-store.

Figure 16.5 Evolution of Pampers brand equity in 2006

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