brief 2 design context

Brief 2: D&AD Exploit a Brands power Rationale: A Campaign based investigation of how Corporations use Brands to improve lives to identify a suitable ‘good’ cause for Unilever to promote. Why? This can be an extension of the deeper analysis of Brands undertaken in Brief One. I want to identify a cause, which is not just something a brand can ‘piggy back’ on but really make a difference. How can a Brand be used to create an experience, which customers will identify with the cause not the Brand? This brief allows me to Brand and promote a Campaign. Product: Concept for a Campaign Range: Across print and digital media Method of distribution: To be identified Reduce greenhouse gas emissions from skin cleansing and hair washing 3.1By 2015 we aim to reach 200 million consumers with products and tools that will help them to reduce their greenhouse gas emissions while washing and showering. Our plan is to reach 400 million people by 2020. We are finding this target challenging and our progress is modest. The majority of the greenhouse gas emissions associated with our soaps, shower gels and shampoos occur during consumer use so the largest gains will come from people modifying their showering and bathing habits. Habits of this kind are deeply ingrained and not easily changed. We are approaching the task by: conducting research to understand current behaviour developing new products such as dry shampoo. Because dry shampoo refreshes hair between washes, it might encourage people to wash their hair with hot water less often. The Sustainable Living plan From the plan target which Unilever are finding most challenging is reducing their Conumers impact on Greenhouse Gas Emissions The problem How to persuade women aged 20 to 54 year old women and their families to start talking five minute showers instead of eight minute showers Understanding showering in the UK In 2011 we undertook a study on showering habits in the UK. We monitored 2,600 showers taken in 100 households over at least ten days. Results showed that the average shower is eight minutes – three minutes longer than the received wisdom of the ‘five minute shower’ – and costs a family £416 a year. The study will help us to understand the triggers for changing behaviour and inform the development of new products.

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Brief 2 Design context

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Brief 2: D&AD Exploit a Brands power

Rationale:A Campaign based investigation of how Corporations use Brands to improve lives to identify a suitable ‘good’ cause for Unilever to promote.

Why? This can be an extension of the deeper analysis of Brands undertaken in Brief One. I want to identify a cause, which is not just something a brand can ‘piggy back’ on but really make a difference. How can a Brand be used to create an experience, which customers will identify with the cause not the Brand? This brief allows me to Brand and promote a Campaign.

Product: Concept for a CampaignRange: Across print and digital mediaMethod of distribution: To be identified

Reduce greenhouse gas emissions from skin cleansing and hair washing

3.1By 2015 we aim to reach 200 million consumers with products and tools that will help them to reduce their greenhouse gas emissions while washing and showering. Our plan is to reach 400 million people by 2020.

We are finding this target challenging and our progress is modest.

The majority of the greenhouse gas emissions associated with our soaps, shower gels and shampoos occur during consumer use so the largest gains will come from people modifying their showering and bathing habits. Habits of this kind are deeply ingrained and not easily changed. We are approaching the task by:conducting research to understand current behaviourdeveloping new products such as dry shampoo. Because dry shampoo refreshes hair between washes, it might encourage people to wash their hair with hot water less often.

The Sustainable Living planFrom the plan target which Unilever are finding most challenging is reducing their Conumers impact on Greenhouse Gas Emissions

The problemHow to persuade women aged 20 to 54 year old women and their families to start talking five minute showers instead of eight minute showers

Understanding showering in the UK

In 2011 we undertook a study on showering habits in the UK.We monitored 2,600 showers taken in 100 households over at least ten days.Results showed that the average shower is eight minutes – three minutes longer than the received wisdom of the ‘five minute shower’ – and costs a family £416 a year.The study will help us to understand the triggers for changing behaviour and inform the development of new products.