Long before people affected by poverty go to a food bank, they stop buying hygiene essentials. That’s why the Hygiene Bank operates toiletry donation points at over 400 Boots stores. The Hygiene Bank believes keeping clean isn’t a luxury, but a basic human right.
Our goal was to drive mass awareness of hygiene poverty, the Hygiene Bank’s work to combat it, and its charitable partnership with Boots and Unilever.
The Hygiene Bank and Boots have worked in partnership since 2020 to collect donations of new, unused toiletries, including hygiene, beauty and personal care essentials.
Unilever joined the partnership with the 2021 promotion ‘You Buy. We Donate.’ Every time Boots customers purchased any two products from a range of specified Unilever brands, Unilever donated an additional product straight to the Hygiene Bank.
To generate interest, enthusiasm and organic PR surrounding the promotion, we planned a bold activation in a central, high-footfall location, to run during National Hygiene Week.
As a new-format ‘store of the future’ right on the doorstep of Covent Garden station, Boots Long Acre was the ideal choice for an awareness-driving campaign.
Floor-to-ceiling window vinyls and a one-of-a-kind bubble archway (fashioned from empty toiletry bottles) put the hygiene poverty messaging front and centre. Bubble machines added a themed sensory element to reinforce the message and create a little fun.
Our friendly Brand Ambassadors approached passers-by and explained charitable promotion, directing shoppers in-store to purchase.
While choosing their products from a range of selected Unilever brands, customers were reminded of the cause – and encouraged to spread word-of-mouth publicity – with a bright yellow photo opportunity. Brand Ambassadors roamed inside the store too, drawing customers’ attention to the special partnership and encouraging them to take part.
Customers were signposted to the relevant products with digital screens, mid-gondola signage, display units and in-queue merchandising.
The activation made a splash on the street, generating high levels of engagement from passers-by. Awareness of the Hygiene Bank among customers was boosted from 25% beforehand to 100% after we talked to them.