Unilever has launched ‘Project Sunlight’, a new initiative to motivate millions of people to adopt more sustainable lifestyles, in the company’s biggest consumer-facing brand campaign to date.
The initiative launched on 20th November (Universal Children’s Day), in Brazil, India, Indonesia, the UK and the US, and aims to make sustainable living desirable and achievable by inspiring people, and in particular parents, to changing consumers’ attitudes towards sustainability and their overall consumer behaviour.
The FMCG giant teamed up with Ogilvy & Mather and DAVID to launch the campaign which launched primarily online.
It encourages consumers to engage through a dedicated site in addition to digital and social media channels, such as Facebook, YouTube and Twitter, with the hashtag #brightfuture.
Ogilvy & Mather Chairman and CEO Miles Young, explains: “Unilever asked us to find a new
way to talk about sustainability that would make the benefits real for ordinary people. Project Sunlight is founded on the principle that even small actions can make a big difference and that together, we can create a brighter future. We are honored to be a part of such a positive and significant movement for the good of our client and our communities.”
The project draws on the legacy of Unilever’s founder Lord Leverhulme, who believed that he could change the world with a brand of soap he called Sunlight.
Project Sunlight will launch with a four-minute film created by DAVID Latin America and Ogilvy & Mather London at dawn on November 20th in Indonesia and then follow the sun to India, the UK, Brazil and the US.
The film can be watched below and additional information can be found at an online hub – www.projectsunlight.com – which brings together the social mission stories of Unilever’s brands across the world, and invites consumers to get involved in doing small things that help their own families, others around the world and the planet.
To mark the launch of Project Sunlight on Universal Children’s Day, Unilever will be helping 2 million children through its ongoing partnerships, providing school meals through the World Food Programme; supporting Save the Children to provide clean, safe drinking water; and improved hygiene through UNICEF.
In the first stage of Project Sunlight, people are being invited to take three simple actions.
1. Help people SEE a brighter future. To do this, Unilever is inviting people to watch a film online which aims to inspire and motivate people.
2. ACT by doing small things which, added together, contribute to a better society and environment.
3. JOIN the movement and become part of a growing community of likeminded people and organisations who all want to play their part in building a brighter future.