Our Work

Cross-sector Collaboration

Unicef - P&G Partnership: 1 Pack=1 Vaccine

Following a series of national level partnerships, UNICEF entered into a multi-annual global cause-related marketing partnership with Procter & Gamble  (P&G), specifically its Pampers division, in close to 100 countries. Now famous amongst new mothers the world over, the partnership is  probably the largest of its kind in the world and through the compelling '1 pack = 1 vaccine' campaign, aims to help eliminate maternal and neo-natal tetanus.

Challenge

UNICEF and P&G operate across territories with different cultures, philosophies, experiences, market challenges and opportunities.

C&E was briefed to deliver an independent, rigorous review of the partnership to date and to highlight learning points which will guide the future of the partnership with P&G, and also inform UNICEF's future CRM agenda.  

Solution

C&E reviewed the inputs and results from year 1 of the campaign; designed and conducted quantitative research to secure the input of various markets and field offices; and supported the research with depth interviews involving key stakeholders from UNICEF and P&G. In order to highlight learning points, we also conducted a benchmarking exercise which set the campaign in the context of other leading international cause-marketing partnerships.

Our work demonstrated the impact of the partnership and provided clear learnings and insights which is enabling the partners to leverage the campaign to a greater extent. As well as making recommendations to guide UNICEF's future global cause-marketing journey, we designed a tool which will enable the organization to evaluate the success of its future global partnerships with companies.

See also Greenpeace - McDonalds collaboration