Unilever says it plans to forge renewed public enthusiasm for a green lifestyle agenda, after launching a new strategy called Project Sunlight.
The fmcg giant said the aim of the campaign was to make sustainable living “desirable and achievable” by inspiring people to look at the possibilities for change.
Project Sunlight includes a new film, commissioned by Unilever and directed by Academy Award-winning director Errol Morris, aiming to inspire people to see the future in a more positive and optimistic way.
It has also launched an online hub, which brings together the stories of Unilever’s brands and how they are being leveraged to help the environment across the world, including names such as Lifebuoy soap, Dove, Persil and Surf.
“Project Sunlight aims to galvanise and build momentum behind a movement that is already happening,” said Unilever chief marketing and communications officer Keith Weed.
“We know people all over the world want to adopt more sustainable behaviours, but need these to be easy and to fit with the way they live their lives.
“As a global consumer goods company, we have the means to help people realise this ambition. We have extensive experience and research into what drives – and what limits – mass behaviour change. From this experience, we know that parenthood creates a profound shift in people’s view of the world and what the anticipated future will mean for the lives of their children.”
The Project Sunlight launch yesterday coincided with Universal Children’s Day in the UK, Brazil, India, Indonesia and the US.