A personalised story book to save the lives of babies in the developing world. Each time it was read we donated a vaccine.

Pampers and UNICEF joined forces in a global campaign to eliminate Newborn Tetanus, a devastating disease that results in a painful death for newborn babies in developing countries.

To promote the initiative to mums, we created A Truly Lifesaving Story, a first it’s kind interactive children's book that donated a vaccine each time it was read. Now parents could save a child from Newborn Tetanus while teaching their own children the importance of helping those in need.

We enlisted the help of children’s book celebrity Miffy, to tell the story of teddy bear that needed help. The story responded to weather and location of the reader, the choices made throughout the book personalised the ending.

Mums could also order a printed version of their personalised book, with all proceeds going to UNICEF.

CLIENT Pampers, UNICEF

ROLE Senior creative, creative lead.

RESULTS Over 100,000 reads and downloads in each of the 8 global markets it was launched.

AWARDS Best Campaign at the P&G awards.