Over the years we’ve found various ways to communicate the impact of ‘One Pack = One Vaccine’, including telling the stories of mothers and babies who were beneficiaries of the vaccine. This year we wanted to find a fresh way to share the extraordinary impact of this program – to reach different media and inspire continued support for the importance of MNT vaccines.

We commissioned a research report that was the first of its kind to understand the impact of MNT vaccination on the global economy – measured through labour productivity.

The findings defied expectations. The ground-breaking health economic research found that the result of MNT vaccinations donated through ‘One Pack = One Vaccines’ resulted in $1 billion added to the economy through increased productivity.

These results provided a new way to communicate the benefit of vaccinating against MNT and created fresh relevance for a decade old program.

Research and insights were at the core of our campaign and added a new dimension to our story. By using health economic research, we were able to find a fresh way to educate about the importance of continued investment in MNT vaccination and to communicate the lasting legacy of the Pampers-UNICEF ‘One Pack = One Vaccine’ program. The results were compiled into a presentation that made the complexity of the health economic data attainable and focused on a few hard hitting findings:

• $1 billion contributed to the economy through labour productivity thanks to mothers’ lives saved

• Every $1 invested into MNT elimination results in an additional $7 contributed to the household economies of those who benefited from the vaccines – even those of us who aren’t health economists can tell this is a great return on investment

The results were unveiled at an event at The World Economic Forum in Davos. The event included a panel moderated by Arianna Huffington (who waived her fee) which included a health economist and representatives from UNICEF and P&G. Following the event we conducted media relations, offering access to all three panel members to add context to the health economic findings.

By using health economic research, we were able to find a new way to educate about the importance of continued investment in MNT vaccination and to communicate the lasting legacy of the Pampers-UNICEF ‘One Pack = One Vaccine’ program. By commissioning the research and unveiling it at a high profile event, we made media and stakeholders pay new attention to an 11 year old program.

The activity results were unprecedented, achieving 1,938 coverage articles that generated 588 million media impressions, all 100% positive in tone and including key messages and spokespeople quotes. Not an easy feat to cut through in an environment where Trump and BREXIT dominated the headlines.

The event was at maximum capacity, attendees included CEO’s and business leaders from the likes of Facebook and Google, NGO representatives, political figures and key media including The Times, NBC and Business Insider.

But the result that we will always be most proud of is eliminating MNT in 20 countries and continuing in the effort to eliminate MNT from the rest of the world.

P&G and UNICEF’s battle against maternal and newborn tetanus (MNT) has helped protect the lives of 100 million women and their newborns and has so far eliminated MNT in 20 countries. This year, we decided to communicate impact through first-of-its-kind, health economic impact research. We showed that vaccinating against MNT has resulted in $1 billion being added to the economy. Research played an important role in creating a new way to look at an ‘old’ story through data and in maintaining support for a lifesaving program.

The findings of the health economic research created an opportunity to introduce the importance of MNT vaccination and the ‘One Pack = One Vaccine’ program to a whole new audience.

Our strategy was to move away from our heartland of parenting and entertainment media and move this issue to mainstream news. To further elevate the importance of our findings – we decided to shout our results from the mountain tops – literally – the mountains of Davos at The World Economic Forum (WEF). We convinced the WEF organisers to host our event, which provided a unique setting for the big reveal of our research report.

By unveiling the results at Davos, we were also able to reach influential journalists whom we wouldn’t typically have access to, and we benefitted from the opportunity to reach business leaders and political figures with information about the importance of vaccination against MNT.

MNT claims the lives of 49,000 babies each year. What is most heart breaking is that these deaths are preventable through a simple vaccine. A decade ago, P&G and UNICEF partnered to tackle this problem creating the ‘One Pack = One Vaccine’ program – for every pack of Pampers bought, Pampers donate funds for UNICEF to give life-saving vaccines to mothers against MNT. The simplicity of the concept struck a chord - together we have eliminated MNT in 20 countries.

Now in its 11th year – how do we continue to generate widespread media attention and support for this lifesaving initiative?