More and more brands are turning to branded content but this case is about the collaboration between a charity and a brand that used branded content to great effect. From October to December 2013, Pampers and UNICEF ran the branded content campaign called ‘Child Directors’, in support of their worldwide fight against maternal and newborn tetanus.

Up until this point mums could donate a single vaccine to this cause by buying one UNICEF stamped pack of Pampers. With this innovative, groundbreaking online campaign it was now possible to donate one vaccine simply by viewing or sharing a single film without any need to buy a pack.

The campaign focused on the lives of children who had potentially been saved as a result of the vaccination programme.

There were restrictions from UNICEF with regards to the use of recipients of the vaccination programme in advertising materials. Out of respect for the privacy of those individuals, children from similar backgrounds but who had not been part of the programme, had to be used instead of actual beneficiaries.

For seven years Pampers and UNICEF had been fighting newborn tetanus. Given seven years in the field, the idea was to tell the story through the eyes of seven year olds who could have been affected by the programme. The films featured the stories of Buhle, Qassim, Raiz and Sibu who became known as the ‘Child Directors’. The narratives featured their lives and families, their hopes and their dreams.

The videos were placed online, now just viewing or sharing a film meant donating one vaccine, effectively meaning that anyone in the world could contribute with a simple click.

By January 2014, the Pampers UNICEF Campaign generated more than 500 million media impressions (Hill & Knowlton PR) and the Pampers Child Directors Videos generated more than 850,000 online views in the UK, France and Germany (P&G) alone via Facebook, You Tube and Pampers.com.

At the same time success on the ground continued. By the end of 2013 a further 7 countries were near completion of their MNT vaccination activities including Ivory Coast, Gabon, Madagascar, Guinea Conkey, Laos PDR, Philippines and Sierra Leone. Furthermore, the programme was now helping protect 1000 mums and their babies every single hour.

All told, branded content significantly contributed to the continued success of the Pampers and UNICEF vaccination programme, which brought Pampers and UNICEF closer to the ultimate goal of helping eliminate the disease worldwide.