Helping Quebec families thrive, one diaper at a time: Pampers partners with Jean Coutu and Centraide

For Pampers, supporting babies means working with trusted community partners to help families access the everyday essentials that give little ones a strong, healthy start.

That’s why Pampers partnered with Jean Coutu and Centraide to support families across Quebec. The goal was simple: For every Pampers product purchased at a Jean Coutu pharmacy, Pampers donated five diapers to Centraide’s network of charitable community agencies.

Together, the campaign delivered a meaningful result: 211,915 diapers will be distributed to families in need across Quebec, with the hopes of reaching more than 2,000 families.

The partnership turned everyday purchases into direct support for families. It also reflects the shared commitment of Pampers, Jean Coutu and Centraide to strengthen communities through accessible, immediate help.

“This initiative was inspired by a shared commitment to reduce everyday barriers for young families, alongside growing awareness of diaper insecurity across Quebec,” said Irena Kahn, Brand Director, Baby Care, P&G Canada. “Together with Jean Coutu and Centraide, we saw an opportunity to help customers turn everyday purchases into meaningful support for families and strengthen our shared commitment to giving back.”

Supporting families where it matters most

The donated diapers will be distributed through Centraide’s network of community organizations, including groups in Montreal, Quebec City and Bas-Saint-Laurent. These partners work directly with families, ensuring essential support and resources reach those in need.

For example, la Fondation de la Visite supports vulnerable families in Montreal with home visits and “welcome kits” for newborns, including essentials like diapers. The Pampers donations will ease a recurring expense for many caregivers.

“This contribution will help support hundreds of families, providing several weeks’ worth of diapers for babies during critical early stages of development,” said Raphaël Richard, Advisor, Business Development and Philanthropy, Annual Campaign, Centraide du Grand Montréal. “For many parents, access to diapers can determine whether they can allocate resources to other essentials, highlighting the everyday impact of this kind of support.”

A shared commitment to community care

This initiative shows what is possible when brands and community partners act together with purpose. Pampers, Jean Coutu and Centraide each played a role in turning intent into impact.

“This campaign reflects the strength of collective action, helping ensure families have access to essential items when they need them most,” said a spokesperson for Fondation de la Visite.

By meeting a basic need with dignity and care, this campaign helps give families one less thing to worry about, and more room to focus on what matters most.