Marketing Communications

CASE 16 587

The campaign provided funds for more than 50 million

doses of vaccine in 2007. By mid-2009, another 150 million

vaccines for women and babies in 27 target countries were

provided for.

In the UK 10.08 million vaccines were donated, 6.12 mil-

lion in France and 7.26 million in Germany. Also, since 2006

the UNICEF campaign has been implemented in the UK.

Further, retail support was mixed.

The Pampers–UNICEF campaign also benefited the

Pampers brand image. A study among 300 mums of 0–3

year old babies in France revealed that those aware of the

campaign scored Pampers considerably higher on various

brand image attributes. Also in the UK, four key compon-

ents of brand equity substantially improved vis-à-vis the

competition.

Preparing the fifth anniversary of UNICEF–

P&G co-operation in Belgium

In 2008–9 the co-operation between P&G and UNICEF

celebrated its fifth anniversary. Plans were made not only

to continue the co-operation, but also to include campaign

elements that would stress the long-standing joint cam-

paign. In September–October the campaign kicked off with

a field trip to Ethiopia with the local ambassador Khadja Nin

(a Belgian singer of Burundese descent) and press confer-

ences and releases featuring, among others, Salma Hayek,

the campaign ambassador for 2008. Press releases continued

to appear in November and December 2008. The new Pampers

Village magazine format was used for on- and offline relation-

ship marketing. A Pampers–UNICEF micro-site was launched

on which consumers could upload their own birthday song

and win one vaccine per song. A professional toolkit for

hospitals, paediatricians, gynaecologists, and the national

organisation for childhood was produced and distributed.

As usual, the campaign was supported through mass media

advertising. In November–December, ‘Happy birthday’ TV

commercials were on air, and print was used at the end of

the campaign to thank the consumers and to communicate

the number of vaccines donated.

‘Pampers has already exceeded the three-year MNT

target, and pledges to raise additional 100 million vaccines

needed to help eliminate MNT by 2012.’ Since 2006

Pampers has successfully donated 200 million tetanus

vaccines, protecting a total of 45.5 million women and their

babies around the world from MNT. Pampers has com-

mitted to donate a further 100 million vaccines up to 2010,

which will allow the target and protection of an additional

33 million women and their babies in at least 32 countries

around the world. Pampers’ support for the global elimina-

tion of MNT began in 2006, and Pampers will continue to

support the global initiative to eliminate MNT in at least 32

countries where newborns still suffer from this deadly, but

preventable disease.

Four † countries have now completed vaccination activities

with the help of the Pampers funds, including Central

African Republic, Cote d’Ivoire, Myanmar and Timor Leste.

A further 16 countries are expected to complete activities

with Pampers funds raised to date, namely: Burkina Faso,

Burundi, Cambodia, Cameroon, DR Congo, Ethiopia, Equatorial

Guinea, Gabon, Indonesia, Kenya, Lao PDR, Mauritania, Niger,

Senegal, Tanzania and Uganda.

Every two seconds since the start of the campaign,

Pampers has provided a protective dose of the Tetanus

Toxoid vaccine for a woman and her baby.

Since 2006, UNICEF has helped eliminate MNT in five

countries, namely Egypt, Zambia, Bangladesh, Republic of

Congo and Turkey.

Pampers and UNICEF are aiming for no country to have

MNT as a public health problem, where babies die from

a completely preventable disease. One case of newborn

tetanus is one too many.

QUESTIONS

1. Do you believe there is a good fit between UNICEF and
   Pampers/P&G? What other companies could be good
   corporate partners of UNICEF? What other organisations
   could be appropriate ‘good-cause’ partners of P&G?


2. Do you think the UK/Ireland campaign of 2006 was
   well integrated? What could have been done more to
   make it a better integrated campaign?


3. Do you think it was a good idea also to use Lenor and
   Ariel to support the vaccination campaign in Germany?
   Why or why not? What other P&G products would be
   suitable to include in the campaign? Which ones would
   you certainly not include?


4. Who would be suitable ambassadors of a UNICEF–
   Pampers campaign in your own country and why? How
   would you use them in an integrated communications
   campaign?


5. Can you think of other ideas for an integrated marketing
   communications campaign, except for the ones that
   were used in the 2007–8 campaign?


6. Do you have any other integrated marketing com-
   munications ideas to celebrate the fifth anniversary of
   the P&G–UNICEF co-operation?

Sources : http://www.pg.com (accessed 27 December 2008), http://www.unicef.org (accessed 27 December 2008), http://www.pampers.com (accessed 27 December 2008),

http://www.uk.pg.com (accessed 27 December 2008); Nicolas Frèrejean, P&G Belgium; Luc Suykens, P&G Belgium.

*Christine Edier, UNICEF International, http://www.who.int/immunization_monitoring/diseases/MNTE_initiative/en/i (as at July 2009).

†Activities have been completed but a pre-validation data review may identify the need for small-scale targeted tests before claiming elimination, in which

case they may join the list of 16 countries expected to complete activities soon.

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