A special on-pack promotion aims to raise £250,000 to help thousands of children in Angola to have clean and safe toilets.
The UK’s leading toilet tissue brand, Andrex, has joined forces with the world’s leading children’s organisation, UNICEF, in a new partnership that will help provide communities in Angola with access to safe and clean toilets.
Angola has one of the worst sanitation problems in the world; a quarter of the population (24%) do not have safe clean toilets – something most of us take for granted. Lack of basic sanitation affects people’s dignity and escalates the spread of life-threatening diseases that can be fatal to children and their families.
The new Andrex and UNICEF partnership will fund a community programme in Angola that educates children and their families about the importance of sanitation. With knowledge and resources, communities can develop their own clean and safe toilets.
25p from every pack of Andrex Classic White 9 Roll at Sainsbury’s* will go towards UNICEF’s Community Led Total Sanitation (CLTS) programme in Angola to help communities get one step closer to clean and safe toilets. The Community Led Total Sanitation programme transforms children’s lives – it reduces the number of children under five dying from diarrhoea caused by poor sanitation, ensures that children, especially girls, attend school regularly and empowers communities to take pride in their own hygiene and sanitation.
This year, Andrex aims to raise £250,000 from the UNICEF on-pack partnership. During the first year of the partnership, UNICEF will initiate the CLTS programme through community workers in 100 rural communities in Angola - the aim is for 70 of those communities to achieve total ‘open defecation free’ certification. Over 60,000 people will have access to clean and safe toilets - helping provide the dignity that improved sanitation brings to communities, improve health and improve school attendance.
Noam Buchalter, European Marketing Manager at Kimberly-Clark**, comments: “We are very proud to be partnering with UNICEF to help communities in Angola develop clean and safe toilets. Access to a toilet is something most of us take for granted. But one in six people in the world have no choice but to go outside, in public. We know that UK consumers react positively to campaigns that demonstrate the values they share. By partnering with UNICEF, Andrex® is not only helping people in the UK feel clean, but also helping thousands of children in Angola to have clean and safe toilets. We hope that the British Public will join in by buying a special pack of Andrex® in Sainsbury’s this autumn, with 25p from each one going to UNICEF.”
David Bull, UNICEF UK Executive Director said: “Every child is entitled to a safe and clean toilet. Our partnership with Andrex will support communities in Angola, a country with one of the worst sanitation problems in the world, and will reduce the number of children under five dying from diarrhoea as a result of poor sanitation.”
The partnership will be supported in-store by co-branded POS and front and back of pack messaging. A multi-channel marketing campaign will accompany the in-store promotion comprising an eye-opening film seeded online and through social media channels and a PR campaign.
*Promotional packs of Andrex® Classic White 9 Roll will be available in Sainsbury’s from 16th September 2014 for 3 months
** Kimberly-Clark is the parent company of Andrex®
Notes to editors:
For more information, please contact the UNICEF UK press office on 020 7375 6030 or email@example.com
UNICEF is the world’s leading organisation for children, working in over 190 countries to help every child realise their full potential. We work with partners to transform the lives of children everywhere. UNICEF provides health care, water, nutrition, education and protection for children. The most vulnerable and disadvantaged children are our priority. As champion of the UN Convention on the Rights of the Child, we work to protect and promote the rights of every child. UNICEF UK raises funds for UNICEF’s emergency and development work and advocates for lasting change for children everywhere. We are a UK registered charity, supported entirely by voluntary donations. We do not receive any money from the UN. For more information, please visit www.unicef.org.uk