As Turkey’s leading cleaning brand, we aim to differentiate ourselves by responding to people's emotional, social & environmental needs, as well as our superior product performance. The researches showed that cleaning spaces contribute to people's well-being. We wanted to create a value in line with our brand purpose "contribute the well-being of people with clean living spaces."

Based on these insights, we launched the project in 2020. For three years, we have worked in Istanbul, the most populated city of Turkey, to create a greater impact.

As a result of the earthquake seen in 11 provinces of Turkey in February 2023; people's homes and common living spaces were greatly damaged. Millions of people whose homes were destroyed, started living in tent cities. One of the most important needs in tent cities was cleaning. We wanted to respond to this needs and we moved our project to earthquake zones since February.

Our communication strategy brings together the concepts of "cleaning" and "happiness", inspiring the positive impact of cleaning on people's well-being. By using traditional, digital and social media, we shared project messages: “Cities, like our homes, are 'Beautiful When Clean'.

As well as cleaning the cities; it was also important to keep it clean. We wanted to raise awareness about this issue by using traditional, digital and social channels. We created message frames explaining that all people have responsibility to protect the cleaning of common areas. Since the beginning of the project, we are inviting people to be a part of the project by promising to protect cities, on project website.

In the post-earthquake period; we tried to raise awareness to improve life in earthquake zones. By sharing our works in earthquake zones on traditional and digital media, we want to inspire everyone who can help to the earthquake region.

With the approach that "Cities, like our homes, are 'Beautiful When Clean”, the project aims to contribute to the well-being of everyone with the cleaning and renewal of common living spaces in cities. All people who can benefit from the Sustainable Cities title of the UN Sustainable Development Goals are among the target audience of the project. The project, which continues in earthquake zones due to the earthquake disaster since February, includes all people who were negatively affected by the earthquake in Kahramanmaraş, Hatay, Adıyaman and Malatya. It is aimed to contribute to the well-being of people in these cities by cleaning common living areas.

At the first three years of the project, we placed 27 Cif Sea Waste Traps in the seas to collect the surface wastes in the Bosphorus, produced fully recyclable Cif Cream bottles with collected plastic waste, renewed the Zincirlikuyu Metrobus Stop, Karaköy&Eminönü pedestrian ways, built Cif Kadıköy Park, raised awareness with a hologram show called "Our Seas Are Alarming” on World Environment Day.

In February, cities had a great damage due to the earthquake. Firstly, we produced special products which cover all cleaning needs, and delivered them to the regions. After for cleaning and beautifying common living spaces, we created Cif Cleaning Teams employed by the local people. With Cif Cleaning Teams, we contribute to the cleaning of common living areas in 55 tent cities in the provinces of Kahramanmaraş, Hatay, Adıyaman and Malatya. We opened also a park in Hatay to create green and clean socialization areas.

We collected 39 tons of waste from Bosphorus. Millions of people in Istanbul benefit from the areas we renew and clean.Hundreds of thousands of people pledged to protect the city on the project website.

We achieved more than 1 million people everyday with our earthquake zone works. 9 out of 10 people notice the changes made with the project. Almost all people (97 percent) say they feel the positive impact of the works. The first brand that comes to mind when it is said “cleaning” is Cif. We also contributed to the UN Development Goals.

We achieved 58% volume growth, increased our Brand Power from 15.2 in Q2'22 to 17 in Q2’23, increased our trial score significantly in Q2’23 lifting from 66 to 74. We had 14M views, 120M impression, 25M reach, 155K clicks with Meta and YouTube integrations, and 52M impression with World Environment Day communication.