Case study : Preparing the fifth anniversary of UNICEF– P&G co-operation in Belg
ID: 375722 • Letter: C
Question
Case study :
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 campaign.
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 conferences
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 relationship
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 committed
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 elimination
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.
Question: 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 would other P&G products be suitable to include in the campaign? Which ones would you certainly not include?
Explanation / Answer
Vaccination campaign majorly focus on infants and kids. Thus product of PO& G which is closely related to the scenario is pampers. Lenor & Ariel are detergents and this wont go along with vaccination campaign. It might go along with campaigns related to public health or cleanliness awareness. Pampers which is exclusively for kids and infants has high co relation with the vaccination campaign and customers can easily relate the product with the circumstances.
Other products which can be used for campaigns are: Baby wipes, Pregnancy and fertlislty testing by P& G. This two product related to new generation or new family campaigns. This can related to the requirement of campign as well.
Products which cannot be used for this particular campaign are : Toothbrush, Shaving cream and razers. ( Gillete Venus).