Unicef drive aims to woo new mothers

The United Nations Children’s Fund (Unicef) is looking at an initiative which targets new mothers as part of its plans to launch a long-term fundraising campaign.

It is believed to be the first time any charity has undertaken such a long-term programme.

Unicef will contact mothers through its Baby Friendly Initiative (BFI), which provides information on the benefits of breastfeeding.

The charity is looking for corporate sponsorship for its breastfeeding packs, which will contain name and address forms to data-capture the mothers’ personal details.

Business development manager Claire Williams says the charity is considering building a database to maintain contact with parents through the early years of their child’s life. The aim is to advise and inform, as well as to raise funds.

The charity already contacts all new mothers in 100 UK maternity hospitals but it aims to expand that to over 300 hospitals.

Direct marketing manager Dave Girling says: “Given the contact parents have with Unicef through BFI, there is potential for us to build strong, long-term relationships with them.”

This week, the new health minister Tessa Jowell endorsed BFI as part of National Breastfeeding Week.


Iceland plans to delist Virgin Cola

Marketing Week

Iceland is planning to delist the Virgin Cola range from its 780 stores just as the soft drinks supplier embarks on a heavyweight distribution and advertising drive. Rival soft drink supplier Pepsi is lined up to fill the shelf space left by Virgin, according to trade sources. Both Pepsi and Iceland refuse to comment on […]

Asda condemns Food Agency plan

Marketing Week

Asda has broken ranks with its supermarket rivals and delivered a stinging criticism of Government plans to set up an independent Food Standards Agency. The plans, developed by nutritionalist Professor Philip James, director of Aberdeen’s Rowett Research Institute, envisage taking responsibility for food safety away from the Ministry for Agriculture, Fisheries & Food and handing […]


Marketing Week

Vimto has extended its 1.5m national advertising campaign in support of energy drink Indigo. The cartoon press ads show likenesses of celebrities such as Spice Girl Geri Halliwell (pictured), EastEnders’ Grant Mitchell and, curiously in view of this weekend’s FA Cup result, Middlesbrough Football Club manager Bryan Robson experiencing Indigo’s energy lift. The 20 different […]


    Leave a comment