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SIX YEARS AGO, Procter & Gamble's Pampers brand made a splash with its "1 pack = 1 vaccine" campaign in the U.S., adding the market to a global program intended to eliminate maternal and neonatal tetanus by 2015.
The campaign, feted by Oprah and heralded by cause-marketing experts, has made Pampers one of UNICEF's biggest corporate donors. And the global vaccination push has helped reduce maternal and neonatal tetanus rates, while growing the...