Pampers and UNICEF partnered on a program where for every pack of diapers sold, funds would go towards vaccinating mothers and newborns against neonatal tetanus. The holiday season program began in Europe in 2006 and went global by 2008, raising money to provide vaccines worldwide. By working with consumers' natural identification with mothers and leveraging identity-based purchasing, the program helped move millions towards a cause benefiting mothers, with the ultimate goal of eliminating neonatal tetanus globally by 2015.

1. Pampers and UNICEF
• Pears Foundation: Johnstone-Louis, Dolan
• Consumer promotion with charitable impact
– 1 pack = 1 vaccine
– Maternal/neonatal tetanus
– Based on identification between mothers
• Holiday season programme
– Begun in Europe in 2006, global in 2008
– By 2010, raised money for serum worldwide
– Now working to defray delivery costs
– Intend to eliminate disease by 2015
• Draws business from market share.

2. Power and Consumption
• Unpaid reproductive work
• Quantifiable as consumption
• 80% of all consumer spending
• Historically effective as political leverage
• Key point: identity purchasing moves
millions to cause benefitting mothers
• Other points of impact: threat of boycott
in garment industry.

3. Consumption Gifts

4. Why Would Business Do This?
• Make money
• Build credibility with consumer base
• Invest in future growth
• Keep employees happy
• Investors are increasingly female.

5. Consumption
Goods and Services
Public Business
Productive Service (Labor and Land)
Wages, Interest, Profit