Pampers® and UNICEF mark the 10th anniversary of their longstanding partnership by announcing the elimination of maternal and newborn tetanus (MNT) in 17 countries.

To launch the 10th anniversary campaign, celebrity mum, Emma Bunton joined Pampers and UNICEF at a global summit in New York, to celebrate the progress and successes of the campaign, at the very place the partnership began a decade ago. The visit also included Emma attending the Clinton Global Initiative Annual Meeting, where former President Bill Clinton celebrated the successes of the partnership in his speech.

Attending the events in New York marked Emma’s personal support of the continued commitment of Pampers and UNICEF in the fight to eliminate maternal and newborn tetanus (MNT) around the world.

Emma Bunton, said:

I feel honoured to be supporting this campaign for a third year. Joining the people who have been instrumental in the success of this partnership at the very place it began ten years ago has been an unforgettable experience. Over the last 10 years this programme has helped save the lives of 500,000 newborns around the world; something I believe is an incredible achievement and something that parents in the UK should feel proud to have contributed to.

Pampers UNICEF emma bunton

“However, the work isn’t over – something I was reminded of when I visited Madagascar last year to see the impact that Pampers’ funding has had on the lives of mums and babies who have benefitted from the maternal and newborn tetanus vaccination programme. Whilst great progress has been made, there are still babies in 21 countries around the world at risk from maternal and newborn tetanus. But, 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.

Maternal and newborn tetanus affects families in some of the poorest areas of the world and it occurs when newborns are infected as a direct result of unhygienic birthing practices, such as cutting the umbilical cord with un-sterile instruments. Once newborn tetanus has been contracted there is no real cure and it still claims the lives of 49,000 newborns every year , which is equivalent to one baby’s life every 11 minutes.

To create a successful campaign that has ‘cause’ at its heart, Pampers and Unicef have identified these five key principals:

• Strategic fit – Do the missions, values and business goals of both partners align?

• Measureable outcomes – Are there tangible and measurable outcomes that link to long-term, systemic world-changing impact?

• Compelling call to action – Are we engaging our audiences with a relevant and simple way to participate?

• Best of breed structure – What are the appropriate roles for each partner to deliver social and business impact?

• Multi-audience engagement – Can the partnership benefit both external and internal engagement for both organizations

For 10 years the Pampers® and UNICEF partnership has had only one wish: to eliminate maternal and newborn tetanus everywhere. Thanks to the support of parents, since the Pampers-UNICEF “1 pack = 1 vaccine” campaign began, an estimated 500,000 newborn babies have been saved3 and a vaccine has reached a mother and her baby every second.

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