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.
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