It’s great when an initiative stays in people's minds for years after its launch.
This is what's happened with our work with Pampers. In 2012 - more than 5 years after it began - our groundbreaking campaign to combat maternal and newborn tetanus (MNT) has won the prestigious Cause Marketing Golden Halo Award.
The partnership appears very simple. For each Pampers pack with the UNICEF logo purchased, Procter & Gamble makes a donation to UNICEF equal to the cost of one tetanus vaccine.
But you should see how hard my colleagues work to make this partnership appear so straightforward and yet more successful every single year.
Awards are great to get, but there is no greater reward than knowing that our efforts are making an impact. Pampers funding is helping to protect 100 million women and their babies from MNT in 25 of the world’s poorest countries. By the end of 2011, seven of those countries had completed their MNT vaccination programmes as a result of the joint campaign.
In February 2011, a baby girl is vaccinated against tetanus. © UNICEF/NYHQ2011-2061/Susan Markisz
Pampers funding has already helped to eliminate MNT in Myanmar and Uganda, and we hope that the partnership can continue to combat MNT’s ongoing threat to the lives of women and their newborns for years to come.
Romain Chenet is in UNICEF UK's Corporate Partnerships team