2009 Big Apple Award Winner
Procter & Gamble, MS&L
Procter & Gamble uncovered UNICEF research revealing one in ten African girls do not attend school during menstruation because of the lack of clean and private sanitation facilities in schools. This disturbing finding was used as the platform for Protecting Futures, a holistic cause marketing campaign committed to raising awareness about the impact the lack of sanitary protection has on a girl’s education in developing countries while generating awareness for FemCare brands Tampax and Always. Program results include a double digit increase in product shipments, funding for improvements to African schools and communities and global expansion of the campaign.