SOCIO-ENVIRONMENTAL AWARENESS
At an event at its headquarters in São Paulo, Unilever announced the start of broadcasting, from Brazil, a global campaign created by Anomally and adapted in the country by Fbiz, which will also be responsible for the digital strategy here. Named “Every U does Good”, the action seeks to show everything that is behind a brand's product in terms of environmental sustainability throughout the production chain, as well as highlighting the company's social responsibility initiatives.
The film – 30 seconds with versions of 15 and broadcast until the end of the year – uses the language of animation and aims to connect the company with millennials, showing how concerned it is with sustainability, in addition to inviting consumers to do the same. The movement's ambassador is Marcos Mion, who participated in a conversation on the subject, together with Eduardo Campanella, VP of corporate branding and marketing; Viviane Duarte, founder and CEO of Plano Feminino; Virginia Antonioli, coordinator of content and methodologies at Instituto Akatu; and Aline Locks, executive director of the Alliance for Earth.
Campanella highlighted the company's commitment to doubling in size by 2030 and, at the same time, halving its environmental impact. He recalled data from studies that show that sustainable brands grow 46% faster and that they accounted for 70% of Unilever's growth in 2017. The goal of reducing carbon dioxide emissions by 47% was reached four years ahead of schedule. The company also reduced by 39% the use of water per ton of product. In addition, 100% of its factories operate with renewable energy.
Environmental concerns in particular, plastic made Unilever set three goals by 2025: to have 100% of its packaging recyclable or compostable; reduce the weight of its packaging by 1/3 (the ones from Tresemmé, recently relaunched, have already reduced by 20%); and, finally, increase the use of recycled plastic in packaging by 25%.
Campaign
The “Every U does Good” campaign associates the importance of choosing sustainable products at the time of purchase and, in the case of Unilever, with how these choices have an impact on socio-environmental programs. Four brands were chosen to represent this movement: OMO, for encouraging outdoor play; Dove, in teaching girls self-esteem; Knorr, which supports sustainable cultivation; and Kibon, for generating employment opportunities.
At the meeting, Unilever also announced a partnership with Alexandra Baldeh Loras, former French consul in Brazil and speaker at the Society for Intercultural Education, Training and Research, to promote racial equality in the company and in its communications, raising awareness of the lack representativeness of groups such as the black population. Alexandra will work with agencies, production companies and marketing teams to develop more inclusive narratives for the company's brands.
In the last five years, Unilever has led the Dow Jones Sustainability Index ranking in its operating segment.
Source: Meio & Mensagem
Available in: http://www.meioemensagem.com.br/home/marketing/2018/09/20/unilever-inicia-movimento-de-conscientizacao-socioambiental.html
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