Background

  • During Ramadan 2015, Henkel’s Laundry & Home Care business unit in the Gulf region (GCC) initiated a campaign with its liquid laundry detergent Persil Abaya Shampoo to empower women in need.

Challenge

  • Launch Persil Abaya Shampoo’s CSR initiative “New Beginnings” that aims to empower Saudi women through economic independence and entrepreneurship
  • Create distinct recognition for Henkel / Persil whilst collaborating with renowned Al Bir Charitable Society

opportunity

  • Garner key media coverage to build story around CSR activity and key message
  • Profile successful case studies resulting from CSR initiative
  • Organize a press conference in partnership with Al Bir Charitable Society to officiate CSR deliverables and cite rationale, results and future prospects of CSR project

outcome

  • PR Value achieved in excess of $130,500
  • Media sensitized about the launch of the new initiative

more work