In an event at its headquarters in the city of São Paulo, Unilever announced the beginning of a global campaign launched by Anomally and adapted in Brazil by Fbiz, which will also be responsible for the digital strategy here. Named “Every U Do Good,” the action seeks to show all that is behind a product of the brand in the area of environmental sustainability throughout the production chain, as well as highlighting the company’s social responsibility initiatives.
The film – 30 seconds with 15-year versions and running through the end of the year – uses the language of animation and aims to connect the company with the millennials, showing how much it is concerned with sustainability, as well as inviting consumers to do the same. The movement has as ambassador Marcos Mion, who participated in a conversation on the subject, along with Eduardo Campanella, VP of corporate branding and marketing; Viviane Duarte, founder and CEO of the Women’s Plan; Virginia Antonioli, coordinator of contents and methodologies of the Akatu Institute; and Aline Locks, executive director of the Alliance for Earth.
Campanella underscored the company’s commitment to double its size by 2030 and at the same time reduce its environmental impact by half. He recalled data from studies showing that sustainable brands grow 46 percent faster and that they accounted for 70 percent of Unilever’s growth in 2017. The goal of reducing carbon emissions by 47 percent was achieved four years ahead of schedule. The company also reduced its use of water per ton of product by 39%. In addition, 100% of its plants operate with renewable energy.
Environmental concern in particular, plastic has made Unilever establish three goals by 2025: to have 100% of its packaging recyclable or compostable; reducing the weight of its packaging by a third (those of Tresemmé, recently relaunched, have already reduced by 20%); and, lastly, increase the use of recycled plastic in packaging by 25%.
The “Every U Do Good” campaign associates the importance of choosing sustainable products at the time of purchase and, in the case of Unilever, how these choices impact on social and environmental programs. Four brands were chosen to represent this movement: OMO, for encouraging outdoor play; Dove, in teaching girls to have self-esteem; Knorr, which supports sustainable farming; and Kibon, for generating employment opportunities.
At the meeting, Unilever also announced a partnership with Alexandra Baldeh Loras, a former consul of France in Brazil and a speaker at the Society for Intercultural Education, Training and Research, to promote racial equality in the company and its communications, raising awareness of the lack of representation of groups such as the black population. Alexandra will work with agencies, producers 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 in its segment.
Source: Media & Message
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