Pampers teamed up with Unicef to help fight a silent killer, Tetanus. In much of the world, it’s a disease that no longer threatens the lives of babies and their mothers. However, over 140,000 babies and 30,000 mothers die each year from maternal and neonatal tetanus. The plan was simple: For each pack of Pampers purchased, a donation would be made to fund one tetanus vaccine. But Pampers did more than make donations. To build awareness, and inspire mUms to help, we created a complete 360 degree advertising campaign.

We tapped into a range of traditional and emerging consumer touch points to address different, specific communications objectives.

TV/Print established broad scale awareness. PR, local good-will ambassadors, dedicated mini-site and a viral YouTube video added depth to encourage involvement and build credibility. DTCM heightened relevance through Unicef-themed product mailings targeting distinct consumer segments. In-store communications/displays and Unicef branded packs transformed intent into purchase and inspired retail partners to create their own supporting activities, amplifying retail presence.Collectively, these individual pieces of a truly integrated communications package delivered results for both Unicef and Pampers that far exceeded our original objectives.