Melbourne-based social enterprise Thankyou has launched a campaign celebrating the little-known National Shower For Good Day.
National Shower For Good Day kicked off on March 12, then again on the 13th, 14th, 15th, 16th…right up until March 31 – just like Groundhog Day.
This is because according to Thankyou, every day is National Shower for Good Day when using Thankyou, with 100 per cent of profits committed to ending global poverty.
The campaign, created by The Royals, includes a radio partnership with Nova and Smooth FM, Spotify, social, street posters, web, CRM and PR.
The street posters were posted daily, with each date positioned next to the previous day’s posters, causing intrigue among passersby.
Thankyou co-founder Daniel Flynn said National Shower for Good Day celebrates the achievements of all Australian consumers who shower with Thankyou body wash and the part they’ve played in getting clean water, sanitation (toilets) and hygiene training to people in need in developing countries.
Flynn said: “In the 10 years since we launched Thankyou, we’ve given over $6.2 million to end global poverty in 20 countries, including Australia, because Aussies chose us when walking down the aisles.
“The premise that Thankyou was founded on was to challenge consumerism and turn it into something that does good by tapping into products that people use every day.
“When the team at The Royals presented the concept of National Shower For Good Day, some of us had that moment of oh, I can’t believe we hadn’t thought of this, it seems like a no brainer to bring purpose and intent behind the everyday act of taking a shower with Thankyou”.
The Royals creative director, Andy Jones added: “It was a joy to create this work in conjunction with Thankyou. The world could do with more brands like Thankyou.
“A genuinely great quality product that makes legitimate difference to the world.
“And not just one day a year, but every day you use it, you’re doing something good.
“Which should be every day. Or you’ll start to smell bad”.