Top Story

e4m_logo.png

Home >> Digital >> Article

HUL goes social for latest sustainability initiative

04-June-2013
Font Size   16
Share
HUL goes social for latest sustainability initiative

Two years into its 10-year Unilever Sustainable Living Plan (USLP), Unilever recently reported a solid progress on two of its three big goals: Helping more than a billion people take action to improve their health and well-being, and sourcing 100 percent of agricultural raw materials sustainably by 2020.

By the end of 2012, the company had reached 224 million people with programmes to reduce diarrhoeal disease through handwashing with soap, provide safe drinking water, promote oral health and improve young people's self-esteem.

To reach its goals and achieve large scale change, Unilever is looking at collaborating with more companies, governments, NGOs and consumers. According to Unilever’s official blog post, the company would welcome more cross-sector collaboration in areas such as reducing and eliminating deforestation associated with soy, palm oil, beef, pulp and paper by 2020; integrating hygiene behaviour change into national health policies and education curricula; linking more smallholder farmers into food supply chains; and building infrastructure to promote waste recycling and recovery. In addition, Unilever is leveraging its scale and reach to work with its many suppliers across the value chain to instil sustainable practices.

Globally, this campaign is heavily promoted on social media networks at various stages. The company’s latest, Do-Gooders initiative, which started early in May 2013 celebrates individuals who have gone that extra step to do their bit for the planet.



The company has made digital films of the five heroes of the Do-Gooders initiative and hosted it on its YouTube channel. The digital films take through the life of each individual, who is an integral part of the campaign, in a very narrative form and describes their contribution to this initiative. The films have got positive response on various social media platforms, which has led to interesting conversations about the cause and people involved in it.

Watch the video:

The HUL official Facebook page has around 1,454,771 likes and around 39,607 users are talking about the activities that are going on in the community. The community, apart from featuring the story of five Do-Gooders, is also asking people to share stories that have ‘changed’ the world in some way.

It can be recalled that the company’s health soap brand Lifebuoy, early this year had launched a digital film in its quest to help reduce the deaths of two million children before their fifth birthday from preventable diseases such as diarrhoea and pneumonia. The campaign again had taken the social media route to promote the campaign and ensure engagement.

Watch the video:

It will be interesting to see how HUL rolls out its strategic communication plans in the coming days to carry forward the company’s global vision and how social media will make a difference.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...