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The campaign was launched at the beginning of Shaban (August) and saw the endorsement of Nashwa Al Ruwaini, a well-known media personality and celebrity in the Arab world. Taking on the success of the global campaign, which has raised over 50 million vaccines since 2006, the GCC campaign aimed to raise awareness of these fatal diseases and encourage the public to participate.
Karim Kamel, Associate Marketing Director, Procter and Gamble, Babycare, Arabian Peninsula, said:
"When we originated this campaign in the GCC, we had hoped that the public would recognize that newborn tetanus is responsible for the death of a baby every three minutes. At Pampers, we are committed to the health and well-being of every baby and the 1 Large Pack = 1 Tetanus Vaccine campaign has given us the chance to help and protect the lives of babies in the least developed countries of the world."
Every year, 500,000 cases of tetanus are registered worldwide. The disease claims the lives of approximately 140,000 young babies and 30,000 mothers every year, but the full extent of the death toll is uncertain as vast numbers of tetanus-related deaths go unreported in the developing world.
Pampers has collaborated with UNICEF to provide vaccinations to mothers and babies in the developing world by devoting a bulk of its sales proceeds to this region-wide campaign. The campaign allowed consumers to contribute through their purchases to the betterment of societies where maternal and newborn tetanus are responsible for the deaths of hundreds of thousands.
The global Pampers-UNICEF initiative has already raised over 50 million vaccines since 2006. The regional campaign in the GCC, 1 Large Pack = 1 Tetanus Vaccine, has added an additional 5.1 million vaccines, which will be donated to Sudan, Nigeria and Pakistan. These countries have been recognized by UNICEF for the severity of maternal and newborn tetanus prevalence rates.
Posted by Siba Sami Ammari
