P&G join forces with In Kind Direct to help everyday essentials reach communities across the UK

At P&G, supporting communities through our trusted everyday brands is an important part of how we create a positive impact. That’s why we’re proud that Pampers is taking part in this year’s Tesco and In Kind Direct “Buy 2, Donate 1” campaign - helping to provide vital hygiene products to families across the UK.

Through Pampers’ involvement in this campaign, we’re proud to support alongside Tesco, In Kind Direct and industry partners to help families access the essential products they need. The campaign focuses on tackling hygiene poverty in the UK by helping charities and community organisations provide products such as nappies and baby care essentials to families facing financial pressure.

For parents and caregivers, access to products such as Pampers nappies can make a meaningful difference to daily life. Through Pampers’ participation in the campaign, donated products will help charities and community organisations support families with young children across the country.

The initiative comes at a time when many households across the UK continue to face financial pressure. Research commissioned by In Kind Direct found that nearly three in ten (27%) people in the UK have sacrificed personal hygiene essentials to save money, and across the UK, 1 in 4 households with children are going without the everyday essentials they need to feel clean, confident and well. The findings highlight the growing reality of hygiene poverty, where families are forced to make difficult decisions between paying for essentials such as food, bills and hygiene products.

In Kind Direct works with a network of more than 9,000 charitable organisations, supporting almost a million people every week. Donated products are distributed directly to local charities, community groups, foodbanks and family support organisations, helping people access the hygiene essentials many of us take for granted.

Michael Gidney, Chief Executive at In Kind Direct, said:

“We’re proud to be working with Tesco and this alliance of leading hygiene brands, united in our determination to end hygiene poverty in the UK.

“We know the problem is growing, touching more families than ever before. And cutting down on basic hygiene essentials can be one of the first signs someone is experiencing financial stress.

“By working together, and with public support, we can start to turn the tide, so that no other family has to make that compromise.”

James Carson, Senior Account Manager for Pampers, said:

“It’s great to have Pampers involved in this important initiative. We know that nappies can make a real difference to families, and we’re grateful to In Kind Direct for helping ensure essential items like nappies get to the communities that need them most.”

The campaign is running across more than 1,300 Tesco stores nationwide, supported by in-store activity, digital communications and social media awareness campaigns designed to help shine a light on hygiene poverty and encourage shoppers to get involved.