Pampers' partnership with Unicef to build awareness around maternal and newborn tetanus vaccines has grown significantly since its inception in 2006. Adweek chatted earlier this week with Procter & Gamble's Nada Dugas, communications director of baby care, about how the program has evolved with a heavier digital push that plays up video and social sharing to deliver 300 million vaccines so far.
How has digital evolved over the years for the “1 pack = 1 vaccine” campaign?
When the campaign reached seven years old, what we thought would be nice is to show the result of the campaign in a cool way for mom, which is kids who survived this—they got the vaccine, and now they’re seven years old.
We met kids who were seven years old in Africa, we gave them a camera and they shot their life. We shared this with moms on Facebook and we told them if they “liked” it, we [would] donate a vaccine. This was a cool way for moms to understand that what you’re doing, you’re really helping children because you see them growing up.
What makes digital well-suited for this demographic specifically?
We keep finding new ways of engaging moms on digital because we want them to feel that this is something connected to them. Once you can find the way to bring it to life for them, they really get it and start sharing.
So for example, in France, we had a huge engagement behind it on digital because mothers really got it. They said, ‘My God—I’m helping a baby just by sharing the photo of my baby.’
Since the program is only in place for three months out of each year, do you do anything else on social for the rest of the year?
What we’ve decided is to do something that’s always [going on] all year. On our Facebook page and on Pampers.com, we have a section where people can get information about what’s happening in the program. The beauty of it is it’s non-commercial because we’re not asking people to buy the product, we’re only sharing progress and whatever they do or share the video, we donate the vaccines.
What is going to be new with digital for this upcoming year?
It’s again to be sharing videos. We’re bringing it again closer to moms with babies, so they will have a special video of babies, and once they share the video [on Facebook], we will donate a vaccine for them.
What about Twitter or any other platforms?
We have celebrities engage, and we ask our celebrities to promote it with their Twitter handle. We amplify through celebrities that are linked in with the campaign through Twitter.
We also take celebrities on the field trips [to the countries that we’re helping]. We have small videos and we post [them] on Facebook and ask them if they share the video, again, we’ll donate a vaccine. It’s a cool way for them to connect with a celebrity who is saying what they’re seeing. All you need to do in these campaigns and programs is bring causes close to mom when they don’t know what it is.
The other thing we do is work with mom bloggers and they become advocates of the campaign. We share with them all the videos that we’ve shot and they’re very happy to do it because they feel like their engagement is getting more vaccines to moms.