As part of its rebrand in 2021, the company sought to reflect its purpose and positive impact as a business by addressing the high priority issue of teen pregnancy in Mexico. The company exists to protect, heal, and nurture in the relentless pursuit of a cleaner and healthier world and aims to use its reach and power of its brands and business as a force for good. It also believes that access to high quality hygiene and health and is a universal right.

The program is a powerful manifestation of this brand purpose, demonstrating Reckitt's commitment to improving the health and well-being of young people in Mexico. The campaign leverages the company's expertise in hygiene, health, and nutrition to address a critical social issue, using creative approaches and partnerships to achieve measurable results.

Research has found that peers are a primary source of health information for adolescents and that peer communication can be highly effective in promoting healthy behaviors.

The creative idea behind PARESS and the creative campaign Hazlo Por Todxs or "Do it for Everyone" was to empower young people in Mexico to become educators and advocates for sexual health, breaking down cultural taboos and promoting the use of contraception within their own circles. PARESS, which stands for Peer Program of Sexual Education (in English), was designed to provide accurate and comprehensive information about sexual health to students, using a peer-to-peer approach.

By training young people to become peer educators, the program aimed to create a social movement that would drive positive change in the country's attitudes and behaviors towards sex and contraception.

The strategy was broken down into three key phases.

The preparation phase involved research on the issue, partner mapping, and partner coordination. Content was created in line with the target profiles: Young people between 12 to 25, university students, parents, teachers, and tutors.

In the pilot phase, we conducted the first ever sexual health education survey with 3,000 students in Mexico, assessing their current knowledge of contraception. The year-long impact investigation measured the effectiveness of the program, which directly resulted in a significant increase in the use of contraception and awareness of these methods. More than 50% of students used condoms - previously only 5.8% did. This led to our guiding insight: Education is a crucial solution to addressing the issue of teen pregnancy in Mexico.

Once these positive results were detected, we activated the national phase in which we developed communications strategies and established relationships with key stakeholders.

The first step to launching the campaign was to create the most complete online sex education resource in the country. 140+ free education tools were made public on the campaign microsite in 6 languages, including indigenous dialect.

Hazlo Por Todxs kicked off late 2021, leveraging a mix of digital and traditional media in Mexico to disseminate the message of "education is prevention." To reach young audiences, we used TikTok as the campaign's primary platform. We engaged influencers to share personal anecdotes and facts about teen pregnancy, while also encouraging participation through the hashtag.

We partnered with VICE, a leading outlet among young adults, to create editorial content featuring real-life stories of teenage mothers in Mexico City. This content raised awareness about the impact of teen pregnancy and underscored the importance of education and access to contraception.

The campaign was renewed for 2022 and 2023 after its successful launch in 2021.

PARESS has been one of the company's most successful initiatives to date thanks to its reach and strategic alliances. What began at the heart of the company has exceeded all expectations today by achieving synergy with international entities such as UNFPA and the British Embassy; NGOs, such as Fundación México Vivo; National Government institutions such as INEGI; universities such as the IPN; and other private initiative companies such as OXXO and Farmacias del Ahorro. The program was presented at the Women Economic Forum of Ibero-America, in which several companies approached us to request training.

PARESS trained all employees at OXXO's 20,000 locations on social barriers to buying condoms as reported by consumers, including the embarrassment of receiving a reaction or joke from the store employee.

More than 200 midwives, who play a vital role in caring for pregnant women and their children, were educated on proper sexual heath practices in Chiapas and Oaxaca – the two Mexican states with the lowest access to healthcare and a high maternal death rate.

From 2018 to 2022, maternal mortality in Chiapas decreased with a remarkable 62% reduction in deaths related to pregnancy, childbirth, or postpartum period. As a result, Chiapas has dropped out of the top five states in Mexico for maternal death rate.

While the complete results continue to be quantified, we are proud to report the following impact to date:

100% positive media coverage

5.2M media impressions

936K TikTok impressions

164K direct beneficiaries

6.1M indirect beneficiaries

3M condoms donated