1. 1 Pampers: Building Brand thru Purpose

2. Caring for babies over the past 50 years More than 35 million babies use Pampers Taking a leadership stand Pampers cares for babies’ happy, healthy development

3. Our commitment: Unite people all over the world and in partnership with Unicef eliminate tetanus by 2014 donating to babies vaccination The issue: Every 3 minutes 1 child died in the world from newborn tetanus The partner: Unite for children

4. Everyone can help by buying Pampers pack with initiative logo “1 pack = 1 life saving vaccine” The Idea:

5. TV Product In-Store Print PR Internet 360º Campaign

6. Field trips to vaccination places A-class Celebrity-ambassadors Press conference Open air concert Activating the idea locally

7. Campaign Ambassadors Tatiana Arno Oksana Fedorova Salma Hayek And other popular people Vladimir Shirokov

8. Field trip to Laos

9. Raising awareness via TV

10. Sample Footer Text Here 10 In-Store

11. Partnership Results Starting from 2006 consumers, Pampers and UNICEF protected 100 000 000 women and their children Russians take part in global initiative from 2008 and donated more than 15 000 000 vaccines

12. Business Results Pampers gained record share growth P3Y: +5 points Shipments 119 IYA nationally, with 130-160 IYA in key customers Record display share and visibility in key customers

13. 5 Success Lessons 1.Social responsibility purpose closely connected with Pampers equity 2.Credible and recognizable partner 3.Simple mechanic 4.Support of retailers to bring BIG idea to life 5.Making initiative relevant engaging A-class Ambassadors