Unilever Try To Create A Sustainable World With Project Sunlight
By Ciaran McCormick on Thursday, November 21, 2013
Unilever has launched an ambitious sustainable development campaign trying to inspire people to lead more sustainable lives. ‘Project Sunlight’ began on Universal Children’s Day with a video that will tug at the heartstrings. It follows a diverse selection of parents-to-be and shows them the horrors of their world including war and poverty. It asks ‘Why bring a child into this world?’ It answers its own question with bright and cheerful pictures of children celebrating the diseases that are being cured and the clean water introduced into their communities. The parents watching it are touched by what they see.
The main hub of the campaign can be found at www.projectsunlight.co.uk. Indeed, the launch video is only the start of what they hope is a successful campaign that will engage people with their humanitarian message. They hope that ordinary people will do ‘acts of sunlight’, small sustainable actions that probably include buying Unilever products.
We believe there has never been a better time to create a better future for our children; a world where everyone has enough food to eat and no child goes to bed hungry. Where every child lives to their fifth birthday and has the right to a happy childhood. Where every home has enough water to drink and to wash, cook and clean. And where everybody can enjoy life today while protecting the planet for future generations.
The PR begins to creep into the website quickly. They showcase how each Unilever brand supports an idea of sustainable living. For example, Flora tries to prevent food waste, Dove helps boost female self-esteem and mayonnaise producer Hellmann’s supports free range and organic produce. However, it is trying to appeal to consumers at a deeper, more emotional level than this with its call to action. It asks for people to declare that ‘I’m In’, join Project Sunlight and make their lives more sustainable. A rolling counter of ‘acts of sunlight’ has already passed the five million mark. The emotional video, that you can watch below, is beginning to make waves on social media, supported in the UK by a sponsored article in the Guardian outlining their vision.
Involved agency: Ogilvy & Mather