Excellence in Corporate Social Responsibility or Not for Profit/Pro Bono Programmes

Summary of work

RB (Reckitt Benckiser) wanted to ‘raise the game’ with a unique and impactful campaign that would achieve its ambition to eliminate diarrhoea in children under five by 2020. The brief was to deliver a campaign that would create RB recognition as a CSR leader and that would reignite employee passion and pride in their partnership with Save the Children.

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

Country participation was driven through highly creative toolkits 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 the IGiveA.net website.

Tasked with delivering 1 million actions in 12 months, the campaign generated 212,000 employee ‘actions’ in just 12 weeks and with 7 months still to go stands at 743,000 – 75% of the target. In 2014 RB was ranked #7 in the Global 100 Most Sustainable Companies – the first time it had featured. 

Judges comments

This is so different and risky. The creative campaign, backed by a strong strategy had a positive impact and used a good online platform to engage employees to donate. Ease-of-use for this time-poor audience was the incentive needed to act and the results speak for themselves.