In a country where 14.2 million single mothers shoulder the responsibility of parenthood alone, Procter and Gamble (P&G) is stepping up to offer support and care. Through their renowned brand Pampers, P&G has initiated a campaign aimed at empowering single mothers and pregnant women, recognizing the challenges they face and the vital role they play in society.
Named #MoreThanGold, this campaign was launched in 2022 in collaboration with World Vision’s Go Baby Go! (GBG) Parenting Program. Its primary objective is to provide assistance to mothers and expectant mothers during the critical first 1,000 days of their babies’ lives — a period crucial for their physical, emotional, and cognitive development.
Statistics from UNICEF Philippines reveal that 27 out of 1,000 Filipino children are at risk of not reaching their developmental potential by the age of 5. Recognizing this, the Go Baby Go! program adopts a caregiver-centric approach, equipping mothers with the knowledge and tools necessary to create nurturing environments conducive to their children’s holistic growth.
The partnership between Pampers and the World Vision Development Foundation (WVDF) extended to six districts in Quezon City, where learning sessions were conducted. These sessions, attended by single mothers and pregnant women facing nutritional risks, offered valuable insights and strategies from experts. Covering topics such as Holistic Child Development, Sensitive and Responsive Caregiving, and the Importance of Play and Communication, the program aimed to empower mothers with the skills needed to support their children’s early development. In addition, WVDF’s community health workers conducted personalized home visits to provide further support and guidance.
“We greatly admire the determination and resilience of all mothers including single moms and other mother figures, and we wholeheartedly celebrate their heroism within the communities we serve. P&G Philippines and Pampers proudly support and honor mothers who play a vital role in creating a nurturing and healthy environment for Filipino families and communities,” according to Charm Banzuelo, Senior Communications Manager for Pampers Philippines.
Beyond focusing solely on the children, the campaign also prioritizes the self-care of single mothers, recognizing the importance of their well-being in the overall family dynamic. By offering strategies and guidance for self-care, the program aims to ensure that mothers can prioritize their own health while caring for their infants. Buoyed by the success of the initial campaign, Pampers is gearing up to launch the second phase of #MoreThanGold in WVDF’s community in Cebu later this year.
“I realized how important it is to cultivate a safe and healthy environment for me and my baby and to form strong bonds with them as early as possible. I am now applying the lessons I’ve learned to my nine-month-old baby. I am so blessed to be part of this program and I’m grateful to the Go Baby Go council, World Vision, and Pampers,” said Felisa Kaye Isip, a Go Baby Go beneficiary from Quezon City District 5.
P&G and Pampers Philippines emphasize that when mothers are healthy and happy, it positively impacts the entire family and community. As part of its commitment to making a meaningful impact, P&G continues to support initiatives that promote inclusivity and improve the lives of consumers and communities alike.