Domestos and UNICEF Partnership

Domestos and UNICEF have joined together to combat a global crisis and help improve access to clean and safe toilets.

An estimated 2.4 billion people – a third of the world’s population – live without clean and safe toilets, forcing them to defecate in the open. This crisis disproportionately affects women and children, with a child dying of diahorrea related diseases every 2 minutes. Women who have no option but to practice open defecation risk shame, harassment and even attack.

Domestos’ mission is to help put an end to the spread of germs and provide access to clean and safe toilets for people worldwide. Domestos has a global partnership with UNICEF and in 2015 asked bgb to partner with them to help launch and activate this all-important social mission in Australia.

bgb’s task was to raise awareness of the global sanitation crisis and Domestos’ partnership with UNICEF. We needed to shift mum’s attitudes from “I don’t know what the sanitation crisis is and why it’s a crisis, but there is nothing I could do to change it anyway” to “With every bottle of Domestos I buy, I can make a difference. I can help change a life”.

To galvanise mums into life-changing action, bgb developed and executed an extensive communications campaign which included:

  • A press launch with Jay Laga’aia as MC and special guest speaker UNICEF Australia CEO Dr Norman Gillespie which was attended by 32 media, blogger and various representatives
  • An exclusive press trip to Kenya attended by The Australian Women’s Weekly to witness firsthand the work of the Domestos and UNICEF partnership and subsequent magazine coverage
  • Two bespoke content partnerships with MamaMia Women’s Network and Stay At Home Mum respectively which resulted in over 120,000 engaged interactions with readers
  • Creation of video and online content for widespread use across Domestos owned and paid media

FOOD MATCHING:

Samosas, indian rice pudding and gulab jamun.