The beauty giant has teamed up with Save the Children to launch The Right Start initiative
Johnson’s Baby has announced the launch of The Right Start new project to certify the birth of 91 million children in the Middle East and Africa.
It is known 230 million children around the world do not have birth certificates, resulting in a lack a basic human rights and protection and putting children at risk of children can lead to child marriage, trafficking or detention as an adult unless they have proof of age or identity.
The new initiative, in partnership with Save the Children will focus on helping government institutions, through training and workshops, to be able to manage to birth registrations.
Johnson & Johnson’s Area Managing Director for Africa, Middle East and Turkey, Makes Kosmatos, said: “At Johnson’s Baby we care about the development of babies and are determined to help them thrive.
“Through The Right Start initiative, we aim to raise awareness about this overlooked issue and ensure more babies receive the care and protection they deserve from the start.”
The project kicked off in Ethiopia and Lebanon this month where the companies have tried to mobilise families to register their children.
Kosmatos added: “We are honoured to work with Save the Children, which has worked in making a difference to the lives of babies across the region.”
In addition to these efforts, Johnson’s Baby has pledged to donate US$1m worth of baby care products to families in need across the region.
Throughout October, every baby care product that is bought by the brand another will be donated to a family working with Save the Children.