Unilever is out to “make the world a better place” with a global campaign to drive sustainable living practices.
‘Project Sunlight’ launched yesterday, on Universal Children’s Day, with the ambitious plan of making sustainable living “desirable and achievable” for parents.
Created by Ogilvy & Mather London and DAVID Latin America the campaign video (below) challenges a group of parents with images of war and poverty and asks ‘why bring a child into this world?’.
The video continues by painting a picture of a world where clean water is available for all and diseases which kills thousands of children today will be avoided tomorrow with everyday products.
“What is Project Sunlight? Becuase there has never been a better time to create a brighter future, we are launching Unilever Project Sunlight.”
“We don’t pretend to have all the answers, but we are inviting you to joins on the journey.”
There is a ‘Project Sunlight’ hub which features the mission stories of Unilever’s brands, asks consumers to commit ‘acts of sunlight’ and share the changes they have made.
This is not the first social movement campaign Unilever has embarked upon, earlier this year Unilever owned brand Dove rolled out the second phase of its ‘Real Beauty Sketches’.
On ‘Project Sunlight’ Ogilvy & Mather’s chairman and CEO Miles Young said: “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.”
To mark the start of the project Unilever has pledged to help two million children by providing school meals through the World Food Programme, supporting Save the Children and funding improved hygiene through Unicef.
http://www.youtube.com/watch?v=PWTVCkvQzY8
