P&G in partnership with UNICEF launched Project Open Minds to support and educate children across the Australia, ASEAN and the India (AAI) region. According to UNICEF, only 55% of the children of India complete primary education. The support that P&G provided was in terms of money and publicity. For every large size pack of Vicks VapoRub, Whisper, Ariel Power Compact, Head & Shoulders and Pantene purchased by consumers during November 1999 to January 2000, P&G on behalf of consumers contributed the cost of one day’s education of a working child to the ‘OPEN MINDS’ fund. In India P&G raised Rs. 1.25 crore for ‘OPEN MINDS’ which was donated to UNICEF in February 2000