HEALTHIER FUTURE for Safeguard

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HEALTHIER FUTURE

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: PROCTER & GAMBLE
Product/Service: SAFEGUARD
Vice President: Lisa Wilkinson (Hill & Knowlton)
Account Director: Jillian Chen (Hill & Knowlton)
Senior Consultant: Ian Hsu (Hill & Knowlton)
Senior Account Executive: Reason Li (Hill & Knowlton)
Senior Account Executive: Tracy Qi (Hill & Knowlton)
Media placement: N/A - N/A - N/A

Summary of the Campaign

Safeguard (SFG) wanted to elevate its brand image - taking its strong reputation for de-germing to new heights, and to establish itself as a national health icon, while also seeking to build better emotional connections with its customers. CSR was the ideal platform from which to launch. With strong partnerships formed with many influential organizations such as the Red Cross, Ministry of Education and UNICEF, along with media, celebrity endorsements and voluntary groups, the stage was set to elevate its commitment to improving China's heath and hygiene standards. The "Building the Health Great Wall" and "Global Hand-Washing Day" were developed as sustainable campaigns with the long-term vision of benefiting 100 million Chinese children from rural areas by 2015. By leveraging strategic partnerships and in-store promotional programs to maximise impact while engaging participation from shoppers, the events positioned Safeguard as a responsible brand and partner of many trusted organisations. The campaign was broadly built on Safeguard's image as a national health guardian, and equity scans showed improvements to the brand on all platforms. Eight million primary students were reached on the launch day while the hand-washing message generated 251 media stories and achieved impressive TV coverage.

The Goal
The campaign’s goal is to educate 100 million children by 2015. Consumer purchases of Safeguard help to fund the program while volunteer opportunities allow individuals to directly experience the importance of good hygiene. The target audience is mothers and children aged 2-12 years as well as the health-conscious general public. Safeguard has collaborated with numerous organizations in order to develop better hygiene practices. The International Health & Hygiene Symposium (IHHS) is an academic and advocacy platform established by Procter & Gamble through the Safeguard brand, to bring together health experts, government leaders, academia and hygiene experts from across the globe who are actively promoting better health through good hygiene.

Results

The campaign can be attributed with bringing clean water and hygiene habits to rural areas, while strengthening hand washing education to 8,000,000 primary students - broadly building on Safeguard's image as a national health guardian. A recent equity scan revealed SFG brand equity improved on all fronts. Over 1,000 volunteers attended the SFG volunteer school visits, the multi-wave communications generated 251 media stories with 13 impressive TV media, and positive stories appeared in mainstream media including Reference News, People’s Daily, China Youth Daily and Global Times. The event achieved impressive TV coverage with strong SFG branding on CCTV 1 and CCTV 4 (China’s top TV channels). Safeguard also dominated the first 438 search results on Baidu.com related to handwashing day.

Execution
Known for community projects including health education, sanitation and training programs, plus a volunteer project to bring soap to villages, Safeguard launched Global Handwashing Day to foster a culture for handwashing with soap. Partnering with the Red Cross and China CDC, the event featured a press conference - "Wash Hands Correctly to Prevent H1N1," and a photo exhibition showcasing the efforts being made to improve hygiene facilities and advocate correct handwashing habits. Olympic Gold medalist and SFG ambassador Yangyang delivered key messages. The Great Wall was constructed out of soap boxes in Metro Square, while traders, VIPs and health experts also got involved in message disemination. A public service announcement was created to communicate the benefits of soap in preventing H1N1 as well as the event mascots.. Safeguard also conducted training in Guangzhou’s schools with the cooperation of the Education Bureau and internal P&G education programs.

The Situation
Safeguard is an internationally renowned brand of personal care and cleaning under the Procter & Gamble umbrella brand. Launched in the U.S. market in 1963, and now sold in dozens of countries around the world, Safeguard entered the China market in 1992, becoming a leading personal cleaning product. However, the brand wanted to further establish its image as a “national health icon” that takes care of China’s well-being and health education. Needing to win key influencer's support and endorsement of its superior product performance, Safeguard realized the need to leverage multiple health education projects, including in schools and partners such as the Red Cross, Health Fund and World Bank.

The Strategy
The communication strategy focused on hygiene education and children's development since its main consumer group is mothers. The programs needed to maintain a focus on China’s first and second-tier cities while expanding to the rural areas where health and hygiene education is still lacking. Safeguard built strategic alliances and reputable long-term partnerships with the China Red Cross, China CDC, Ministry of Education, Ministry of Health and other organizations. A year-long campaign was established to keep the topic of hygiene and health education relevant to consumers and the media.