Procter & Gamble (P&G) has joined with Majid al Futtaim Carrefour to launch its largest ever Pampers-UNICEF campaign in the United Arab Emirates.
The initiative, which has been run out across Majid Al Futtaim Carrefour’s stores in the UAE as well as online at Majid al Futtaim Carrefour’s webstore, will run until December in several stages and will aim to raise one million vaccines for the global campaign to eliminate maternal and neonatal tetanus (MNT). P&G and Majid Al Futtaim Carrefour will be supporting local causes nationally through providing funds to the UAE Red Crescent.
The UAE’s shoppers will be able to support the campaign through buying select P&G items in-store at Majid Al Futtaim Carrefour through periods in July, September, and November/December, by donating loyalty points from their MyClub card account, or by shopping online at Majid Al Futtaim Carrefour’s e-commerce webstore. The fourteen brands that are supporting the campaign are Always, Ariel, Crest, Downy, Fairy, Gillette, Head & Shoulders, Herbal Essences, Koleston, Olay, Oral B, Pampers, Pantene, Tide and Wella. For each product purchased P&G and Majid al Futtaim Carrefour will each donate a vaccine to UNICEF global campaign against maternal and neonatal tetanus (MNT).
“The power of our partnership with Pampers and P&G is its simplicity. We have come together for a cause that both of our organizations believe in and which empowers consumers to get involved,” said Dr. Ibrahim El-Ziq, UNICEF Gulf Area Representative UNICEF. “This partnership has raised over 300 million vaccines to date, to immunize mothers and their children against a disease that is entirely preventable and yet continues to claim the life of one child every nine minutes. By coming together, we can make a difference and help increase not only the number of vaccines, to help protect mothers and children from tetanus, but also raise awareness of this disease in general and its effects on mothers and their children across Africa and Asia,” he added.
Now in its ninth year, the UNICEF-Pampers partnership aims to eliminate MNT in developing countries by 2015. By buying one of the participating products, consumers have the opportunity to show their support for an initiative that is helping to protect over 100 million women and their babies around the world. To date, this initiative has eradicated the disease in ten countries. Carrefour is a global supporter of the campaign, and the retailer has worked with Pampers and UNICEF in markets such as China and South America to support the initiative.
“We constantly listen to our consumers, and their message is clear. They not only want their brands to do good, but they also want to be part of any social initiative,” noted Stephane Joly, Vice President Sourcing and Marketing at Majid Al Futtaim Carrefour. “We’ve been supporting Pampers and UNICEF in different markets throughout the world, and we wanted to do the same here in the UAE, for a cause that we believe our shoppers are passionate about and want to be a part of,” Stephane added.
Following a four-week campaign in December of last year in Majid Al Futtaim Carrefour hypermarkets across the United Arab Emirates, Procter & Gamble and Carrefour donated over 100,000 vaccines to UNICEF. This campaign, which will make it even easier for consumers to get involved thanks to the inclusion of the retailer’s e-commerce site and MyClub loyalty card, aims to raise that target tenfold to a record one million vaccines.
“We’ve been in partnership with UNICEF for almost a decade, and over that time we’ve been able to make an extraordinary difference to the lives of millions of mothers and their children,” said Al Rajwani, VP and General Manager for Procter & Gamble in the Arabian Peninsula and Pakistan. “This partnership has engaged our consumers from the very moment we launched back in the UK, and we will continue to work with UNICEF, our retail partners such as Carrefour and our consumers until we have achieved the goal of eliminating MNT worldwide,” Al Rajwani added.
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