UNICEF's corporate partnerships

Italy - Foxy

© Foxy

For the past five years, UNICEF Italy has engaged in a successful integrated marketing partnership with the ICT Group (Industrie Cartarie Trochetti), a leading European manufacturer of tissue products, including the well-known FOXY brand.

In 2002, FOXY was the official sponsor of the UNICEF Pigotta project, in which volunteers made handmade fabric dolls, known as Pigotta dolls, which were sold for 20 euros – a price equivalent to the cost of immunizing and administering Vitamin A to one child.

© FOXY

FOXY sponsored UNICEF Pigotta doll

FOXY enlisted the volunteers by featuring pictures of Pigotta dolls on FOXY products and executing a direct-mail campaign to encourage customers to sew a Pigotta for UNICEF. A free Pigotta doll was offered to the first 1,000 customers who responded to coupon offers. More than 1,000  Pigottas were made by FOXY’s consumers, and nearly 14,000 customers returned coupons to receive a Pigotta doll in 2002. The campaign continued through 2003, resulting in the production of 243,000 Pigottas, the sale of more than 206,000 dolls and 4.4 million euros in sales revenue.

FOXY has also made several corporate grants to UNICEF, supporting girls’ education, immunization and emergency programmes.