Former Girls Aloud singer Kimberley Walsh has launched Pampers’ latest ‘Amazing Babies’ UK campaign, with the brand partnering with UNICEF for the 11th consecutive year in the drive to eliminate Maternal and Newborn Tetanus (MNT) from the Third World countries where it is most common.
Special packs of Pampers are available across a selection of Pampers nappies and wipes, carrying the ‘Amazing Babies’ campaign message, “1 Pack = 1 Vaccine”. So far, Pampers has helped UNICEF, national governments and local organisations to eliminate MNT in 19 countries, saving an estimated 500,000 newborn babies so far. However, the two partners want to get rid of the disease in another 19 countries, and warn that MNT still claims the lives of 49,000 newborns every year, one baby every 11 minutes.
MNT, which affects families in some of the poorest areas of the world, occurs when newborns are infected as a direct result of unhygienic birthing practices, such as cutting the umbilical cord with unsterile instruments. Once MNT has been contracted there is no real cure.
This year, Indonesia and Niger joined the list of countries where Pampers funding has helped to eliminate MNT, in an effort that involves working with governments and partnering with organizations on the ground to expand access to life saving vaccine.
Pampers brand manager at P&G, Paolo Haeusermann, says: “By simply buying packs of Pampers with the UNICEF logo or by engaging with campaign content online, UK parents can make a genuine difference and continue to support our wish to eliminate Maternal and Newborn Tetanus everywhere.”
Campaign ambassador Kimberley Walsh adds: “I feel hugely honoured to be supporting the Pampers-UNICEF campaign in its 11th year. As a mum to Bobby, and expecting my second child later this year, I feel great empathy with other mothers around the world who, just as I do, want nothing more than to deliver a happy, healthy baby. The reason I’m so passionate about this campaign is that mums and dads here in the UK can make a very real difference by doing nothing more than buying the Pampers that they need for their little ones. By simply buying packs of Pampers with the UNICEF logo or by engaging with campaign content online, UK parents can make a genuine difference and continue to support our wish to eliminate Maternal and Newborn Tetanus everywhere.”
For each purchase of a Pampers pack with the UNICEF logo, Pampers will donate the cost of one dose of vaccine. For every parent who shares a photo of their baby, Pampers will donate another vaccine. Finally, Pampers and UNICEF are encouraging consumers to sign Pampers UNICEF Pledge Donations and become monthly donors to UNICEF.
The Pampers brand is owned by Procter & Gamble. To find out more, visit pampers.co.uk.