On the Agenda - Pampers boosts tetanus campaign

- In a nutshell

Last week, Procter & Gamble kicked off its global campaign to eliminate tetanus by 2012. P&G's Pampers UK brand is partnering Unicef for the third year to build on the charity's aim to eliminate maternal and neonatal tetanus in the next four years. Pampers has committed to donate more than £12m.

- What are the results so far?

The 'One pack = One vaccine' campaign has already seen Pampers donate funding for more than 23 million vaccines to Unicef. This year Pampers aims to exceed all expectations by funding up to 32 million vaccines in 2008.

- Media coverage

The story achieved slots on ITV's This Morning and BBC Breakfast programmes using Hollywood actress Salma Hayek (pictured) as spokeswoman for the campaign. It has also been picked up by BBC Radio 5 Live and has been covered in Mother & Baby and Pregnancy & Birth magazines.

- Who are the PROs behind the story?

Fleishman-Hillard was the agency behind the push. It has handled the media relations to support the campaign since its inception in 2006. The consumer and corporate divisions have worked alongside P&G and Unicef's in-house teams as part of the brief. The core media focus for Pampers is within the parenting arena, as well as consumer and regional titles. The campaign has also been extended to include regional press as Fleishman-Hillard has introduced a new element to the campaign - Pampers & Unicef Bring and Buy Sales.

7.5m - Vaccines funded in the campaign's first year

170k - Annual deaths from newborn and maternal tetanus.

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