K-C and its brands run cause-related marketing campaigns in partnership with local and national charitable organizations. Cause-related marketing helps us promote our products and educate our shoppers and users while raising money and awareness for good causes. Here are some examples of our cause-related marketing campaigns in 2008.

The Breast Cancer Research Foundation USA and Susan G. Komen for the Cure

In 2008, Huggies brand joined Viva towels in support of Breast Cancer awareness month. The brands pledged to donate up to $450,000 to breast cancer research and education. Huggies made a donation to Susan G. Komen for the Cure based on the sale of Huggies Baby Wipes Gentle Care Sensitive tub, while Viva made a donation to The Breast Cancer Research Foundation USA, based on the sale of paper towels. Viva raised $125,000 for The Breast Cancer Research Foundation during 2008.

Viva Breast cancer program, Australia

K-C Australia has been a corporate supporter of the National Breast Cancer Foundation (NBCF) since 2007, to help funds for research into preventing and curing breast cancer. Each year, we release a special edition ‘VIVA Pink Ribbon Twin Pack’ between September and November, replacing the normal VIVA twin pack. For each pack sold, we donate 10 cents (AUS) to the NBCF. By purchasing the special towels, consumers contribute in a small way to a much bigger cause. During 2008, Viva donated around $60,500 (US).

Not on My Watch

Kimberly-Clark Health Care has launched a campaign to help medical professionals avoid healthcare-associated infections (HAIs) and establish Kimberly-Clark Health Care as the clear leader in HAI prevention in the U.S.

The Not on My Watch. campaign equips healthcare professionals with training and easy-to-use tools that help prevent surgical site infections, cross-contamination and ventilator-associated pneumonia among patients. Around 780,000 of the 30 million surgical procedures performed annually in the U.S. result in infection.

The campaign included a training vehicle, which provided free, onsite computer-based training for nurses and other clinicians in the U.S. The bus was driven more than 20,000 miles, visiting 69 healthcare facilities providing courses on 40 different topics in 2008. In total, K-C delivered 6,500 education sessions accredited by organizations including the American College of Cardiovascular Nurses, Cross Country University, Pfiedler Enterprises, and the California Board of Nurses.

A survey at the end of the campaign showed that:

• 98 percent of trainees said they were more informed about HAIs.
• 99 percent said they felt more empowered to prevent infections.
• 94 percent said the training helps their hospital be a leader in patient and staff protection and community safety.

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