DELIVERING LOVE AND SUPPORT TO SINGLE MOMS
There are 14.2 million single mothers in the Philippines. Single moms are doing the work of two parents, often sacrificing their own needs for the sake of their children. Some also experience financial struggles and lack of support systems while raising their kids.
Pampers, the trusted brand of baby care products by Procter and Gamble (P&G), launched the campaign #MoreThanGold in 2022 in partnership with World Vision’s Go Baby Go! (GBG) Parenting Program to help assist moms and pregnant women on the first 1,000 days of their babies— when their physical, emotional, cognitive growth needs a nurturing environment for them to be healthy.
According to Unicef Philippines, 27 out of 1,000 Filipino children are at risk of not reaching their development potential before turning 5 years old. Go Baby Go’s program takes a caregiver-centric approach, empowering moms with knowledge to help them establish the foundation needed for lifelong learning during their children’s early development.
Pampers and World Vision Development Foundation (WVDF) collaborated to bring a parenting program to six districts in Quezon City. The program included learning sessions with single mothers and nutritionally-at-risk pregnant women, where they received valuable parenting strategies from experts.
In addition to enhancing their understanding of their babies’ early development, the program also focuses on supporting the self-care of single mothers. It provides them with strategies and guidance to prioritize their own well-being while caring for their infants.
Following the success of the initial campaign, Pampers is poised to launch the 2nd leg of #MoreThanGold in WVDF’s community in Cebu later this year.