Last year, Pampers teamed with Unicef to provide tetanus shots for mothers and children in developing countries. Their campaign was set to last three months, but I saw the above ad last night, so it appears they’ve extended the program.
Everyone wins: The vaccination recipients–for obvious reason, P&G–because of the goodwill it generates, and the consumer–because they get to feel like they are helping in some small way.
The actual money involved is only about a nickel per pack, but when you are P&G, that nickel adds up to about $3 million in three months, or about 40 million vaccinations. Not too shabby.
Here’s a video explaining the vaccine’s journey to the people that need it most:
Of course, we can’t let Pampers off the hook completely. After all, their diapers aren’t biodegradable and are filling our landfills at an alarming rate. The company recognizes this, and claims their “thinner, lighter, super-absorbent diapers — have reduced Procter & Gamble’s diaper bulk by approximately 40% since 1986.”
The company goes on to say they are working on reducing the amount of material used per unit, and Pampers bags contain at least 25% post-consumer recycled plastic.
That’s not dealing with the diaper problem, but it’s a start.
I applaud Pampers for taking the steps they’ve taken, but I’d like to see P&G do more. While a nickel per pack doesn’t seem like much, considering the fact that the company touches 2 billion lives per day worldwide, imagine the force for good P&G could become if they did something like this with all their brands.
Now that’s some math I could learn to like.
So do you think Pampers is doing enough?
And where have you seen great examples of cause marketing recently?
Comment below to weigh in.