CASE STUDY
Driving Environmental Awareness Through Consumer Habits
A global Fortune 500 consumer goods company aimed to reduce its carbon footprint by encouraging changes in consumer behavior.
THE CLIENT’S CHALLENGE
A leading global consumer goods brand in the oral care industry sought to address a critical environmental issue—water conservation. With millions of people using their products daily, the company recognized an opportunity to raise awareness about excessive water use, particularly during routine activities like brushing teeth. The challenge was to encourage consumers to adopt more sustainable habits while reinforcing the brand’s commitment to corporate social responsibility.
OUR SOLUTION
JBE supported the brand launch of a large-scale public awareness campaign focused on educating consumers about the environmental impact of leaving the tap running while brushing. The initiative included:
Baseline Carbon Emissions: Developed calculations to measure the total water consumption and associated carbon emissions for the consumer-use phase.
Scenario Analysis: Evaluated different future scenarios of water usage and management, assessing their potential carbon emissions, and identifying strategies to minimize the carbon footprint while ensuring sustainable water resources. This data was the backbone of the campaign to follow.
Engaging Advertisements: A series of television, digital, and print ads featuring powerful messaging and visuals that highlighted the wastefulness of unnecessary water use.
Influencer and Celebrity Partnerships: Collaborations with well-known figures to amplify the message and drive consumer engagement.
School and Community Programs: Educational outreach initiatives that empowered children and families to become advocates for water conservation.
Social Media Activations: Interactive campaigns encouraging users to pledge to reduce water waste and share their efforts online.
By integrating this message into their branding and product packaging, the company effectively brought water conservation into consumers’ daily routines.
OUR IMPACT
The campaign successfully reached millions of consumers worldwide, driving both awareness and behavior change.
Key results included:
Increased Consumer Awareness: Surveys showed a significant rise in public understanding of the importance of turning off the tap while brushing.
Behavioral Shifts: Reports indicated a measurable decrease in water usage among participants who engaged with the campaign messaging.
Brand Loyalty and Recognition: The initiative reinforced the company’s position as a socially responsible brand, strengthening consumer trust and loyalty.
By leveraging its vast consumer reach and implementing a multi-faceted approach, the company demonstrated how brands can drive meaningful environmental change while enhancing customer engagement.