Unilever: Vaseline Share The Healing

The Vaseline Healing Project supports communities whose skin problems keep them from fully participating in life. Its first phase in Myanmar had received a modest response. For the second phase, which would support the Kayah tribe, Unilever wanted buzz and hype that would make the project feel like a national effort rather than a corporate donation. The Kayah are well known for their colourful jewellery, but almost nothing was known publicly about the skin problems they face.

Ruder Finn Era's insight was that consumers needed to feel part of the campaign, and an online pledge of support was the most direct way to give them that role. The agency's in house tech team developed a microsite dedicated to the project and the Kayah tribe, with detailed information about the skin struggles the community faces and a simple mechanism for visitors to pledge their support.

KOLs and social content drove people to the microsite, so the pledge became the shareable unit of the campaign: every pledge was both a personal act and a piece of awareness for the project.