Best International Ambassador Award-Finalist, Amway

Amway helps people live better lives through brands that do wonders, business opportunities that empower, relationships that endure, and global citizenship that’s purposeful.

The Amway One by One Campaign for Children launched in 2003 to “change the world one child at a time.” Since then, we have worked with hundreds of partners to provide hope and opportunity to 8 million children worldwide.

In many countries, children do not have access to essentials like safe water and enough food and nutrition to survive. Malnutrition is a significant contributor to child’s mortality and illness, and Amway has committed to using its expertise in nutrition to make a difference.

NUTRILITE™, an exclusive brand of Amway, is a global leader in promoting optimal health and produces the world’s leading dietary supplements.

NUTRILITE experts and scientists developed NUTRILITE Little Bits™, a micronutrient supplement, to help fight malnutrition in children by providing them with daily essential vitamins and minerals.

After 2 years of clinical studies, Amway launched NUTRILITE Little Bits in Mexico in June 2011 with Un Kilo de Ayuda supporting 300 children. This August, Amway will launch NUTRILITE Little Bits in Zambia in partnership with Christian Alliance for Children in Zambia supporting 150 children.

The Overall Strategy

At Amway, employees, distributors, and consumers strive to focus on “helping people live better lives.”  This vision is the foundation of Amway’s corporate citizenship strategy and NUTRILITE Little Bits.

Through this initiative Amway strives to improve the lives of malnourished children by providing them with ability to fight hidden hunger with this micronutrient supplement.

NUTRILITE Little Bits was developed to improve children’s health by reducing iron-deficient anemia and stunting while boosting children’s energy levels and learning ability.

The Little Bits program is designed to provide life-changing nutritional benefits to undernourished children through a nutrition sponsorship model. The nutrition sponsorship model consists of an individual funding a sustained supply of Little Bits for a targeted period of time.

With a successful direct selling business model and procurement operations, the sponsorship is built directly into Amway’s procurement system. Once the sponsorship is procured, Little Bits is distributed through a vetted non-profit organization with an established integrated nutrition program in which Little Bits is a component.

The self-sustaining funding model allows support from employees, distributors, and customers to provide Little Bits at no cost to the implementing partner while providing a sustaining program funding mechanism.

Measuring Success

The Little Bits launch is an initiative that goes hand in hand with the citizenship goals at Amway.

The Amway One by One Campaign for Children is not just about the amount of financial resources given, but rather about impact and child outcomes. The focus is on the number of children we are able to impact and the actual improvements in their health.

In 2009, we conducted a pilot study in Mexico to test the efficacy of our program with over 100 children ages 1 to 5 years old. We partnered with a local non-profit organization, Un Kilo de Ayuda and received support from the Salvador Zubirán National Institute of Medical Sciences and Nutrition in Mexico.

The NUTRILITE Little Bit’s program is feasible, safe and effective. The pilot study in Mexico has proven that there are physical and emotional benefits for the children. The results revealed a:

  • Prevalence of iron deficiency anemia decreased by 93% in children from 121 children to only 9 in just 182 days
  • Prevalence of short stature (stunting) decreased by 40% from 58 children to 35 in just 182 days.
  • Prevalence of low body weight decreased from 20 children to 12 in just 182 days.

The NUTRILITE Little Bits formula contains 15 essential vitamins and minerals based on a joint statement by the World Health Organization and UNICEF. It is a tasteless and odorless powder that can be mixed with native food for children six months to five years of age.

By year end, Amway will have directly impacted over 450 children in Mexico and Zambia targeting another 2,300 children across Latin America. In the next three years, by 2014, Amway plans to improve the health of at least 20,000 children with NUTRILITE Little Bits extending into more countries in which we do business including India, Europe, Japan and Vietnam. In other words, kids will be able to be kids.

All Finalists, 2011 Best International Ambassador Award