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The EY Award for Socially Responsible Initiatives

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Finalist

#IGiveA campaign

by RB (Reckitt Benckiser)
with support from Tonic Life Communications


Summary of work

RB (Reckitt Benckiser) wanted to develop a unique and impactful campaign that would help to achieve its ambition to eliminate diarrhoea in children under five by 2020. Our brief was to deliver a campaign that would work to recognise RB as a leader in corporate social responsibility, and would reignite employee passion and pride in RB’s long-standing partnership with Save the Children.

We devised a multichannel campaign and provocative creative platform – ‘IGiveA’ – with http://www.igivea.net/ acting as the campaign hub. To sustain momentum, we leveraged key internal and external moments to generate excitement and create waves of ‘social contagion’.

Country participation was driven through toolkits delivered via RB Save the Children ambassadors. The campaign’s highlight was a ‘replica slum’ event at Corporate HQ coinciding with Universal Children’s Day which built excitement, and resulted in a 40% increase in social actions taken on www.IGiveA.net.

Tasked with delivering 1million actions in 12 months, the campaign generated 212,000 employee ‘actions’ in just 12 weeks. Now, with only 2 months to go the campaign has reached over 930,000 actions. Notably, in 2014 RB was ranked #7 in the Global 100 Most Sustainable Companies – the first time it had featured. 


Judges' comments

RB’s programme recognised a well-defined need and commitment, which clearly benefited children. It had significant reach and engagement, far reaching and, most importantly, has had an impact on reducing deaths in children from diarrhoea.


Winner


Highly commended

Action on Fistula - by Astellas Pharma EMEA
with support from Forster Communications


Finalists

The Astellas Innovation Challenge - by Astellas Pharma EMEA

Johnson & Johnson's wide-reaching CSR strategy - by Johnson & Johnson

#IGiveA campaign - by RB (Reckitt Benckiser)
with support from Tonic Life Communications