UNILEVER - «Solidarity Neighborhoods»
Intro
Unilever, a world leader in FMCG, aligned with its Sustainable Living Plan, has been carrying out programs via its major brands, in order to make a positive impact to society and the environment.
Challenge
To present Unilever’s Sustainable Living Plan through its brands in practice, so that the public, the media, opinion leaders, etc. would understand the range of initiatives undertaken by the company and their impact on their own health & well-being, as well as on the environment.
Solution
A roadshow, titled “Unilever Solidarity Neighborhood”, was created and carried out in major Greek cities, where an actual neighborhood made up of branded tents was set up. During these informative 2-day events, the company’s core brands organize interactive actions regarding issues of health, society and the environment and also offer free checkups for the public – adults and children - to examine their cholesterol levels, oral health and bone density. Through branded material and activations, brand and company missions are presented, while the institution is flexible enough to include different Unilever brands every time, depending on the season, the priorities, the local needs. Becel ProActiv, AIM, Dove, Klinex, Pummaro, Ben & Jerry’s, Lipton, Knorr are brands that have participated so far in the “Unilever Solidarity Neighborhood”, while, apart from the event handling and media relations programs, our agency also designed all the creative material, from print insertions and radio spots to key visuals, leaflets, tent displays, etc.
Outcome
Over 30,000 citizens participated in the 4 events organized in 2015 & 2016, while media coverage was very successful, with over 200 clippings, 20 TV reportages, 11 radio interviews and 234 radio mentions. The coverage was estimated at approximately 3,250,000 persons nationwide.
