Always to Empower Girls with Literacy Programmes

UNESCO and Procter & Gamble’s Always brand have extended their partnership by signing a new contract with a global scope covering 2013-2016. It was announced today, Dec. 13.

The cause-related marketing campaign places UNESCO messages about education on packages of Always feminine care products to support an innovative literacy programme in Senegal.

It started in France in 2011 and rolled out to nine countries across Europe this year.  Under the new agreement, it will expand to more countries around the world and replicate the literacy programme in Senegal and other developing countries.

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“We have gathered here today because we share a deep conviction that girls and women are the face of change”, said Irina Bokova, the Director-General of UNESCO.

“Our goal is to provide more than  two hundred million lessons – including puberty education  by 2016 in Africa and in other parts of the world where it is needed the most”, said Steve Bishop, group president of P&G’s Global Feminine Care Division.

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Always, a leading feminine protection brand, is dedicated to advocating for and empowering women to live life to their full potential from the very beginning of puberty through their adult lives, says P&G.

Similarly, P&G along with Always, had launched the Always Me mobile application – a period and ovulation tracker. The application was designed with inputs from a select group of women-focused Web site editors, bloggers and female health experts to help satisfy a fundamental need for women.

Not just a standard period and ovulation tracker, the Always Me application is a personalized, on-the-go application that helps women manage their cycles and offers timely support and advice, the company said. (Read: Period and Ovulation Mobile App for Women)

Together, Always and UNESCO plan to reach more than one million girls and young women through their digital platforms to raise awareness, drive advocacy and enable dialogue and participation about this critical cause.

UNESCO, a United Nations agency, covers all aspects of education. Its work encompasses educational development from pre-school through primary, secondary and higher education, including technical and vocational education and training, non-formal education and adult learning.

In the picture above: Irina Bokova, Director General of UNESCO, and Steve Bishop, Group President of P&G’s Global Feminine Care Division, tour photo exhibition from their girls’ literacy programme in Senegal

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Rakesh Raman