Pampers

The Challenge

• Help UNICEF wipe out neonatal tetanus in Africa
• Create comprehensive campaign for Pampers
• “One Pack = One Vaccine” program that reaches general market and Hispanic moms
• Secure the support of A-list celebrity spokesperson to drive engagement, awareness and action

The Approach

• Kicked off program in February 2009 with a press conference held at the U.S Fund for UNICEF’s New York City headquarters with campaign ambassador, Salma Hayek, in attendance
• Throughout three-month campaign, consumer awareness and engagement continued as a result of rigorous media push
• Executed a social media campaign designed to re-enforce an emotional connection with moms across the country in order to engage her to further stand behind the cause
• Footage of Salma’s field trip to Africa, the specially-designed campaign baby bodysuits and widget all provided unique “badges” of content to leverage in engaging moms and inspiring influential bloggers to share news about “One Pack = One Vaccine.”

The Results
Delivered more than 530 million media impressions from more than 600 broadcast, print and online placements, sparking organic participation from mommy bloggers and helping foster additional three-year commitment to continue program as part of Clinton Global Initiative.