Project Sunlight, Unilever’s sustainable living movement, initiated global awareness, debate and action, addressing the state in which we are passing on the planet to future generations.

The campaign shined a light on young people who have new visions for a brighter future. Unilever searched countries around the world to find young souls from varied cultural backgrounds to become the personal voices of this cause. Some of them even shared the last names of memorable leaders like Gandhi or King, while others shared the same passion. Yet, what they all had in common was an inspiring message about our planet that they wanted and needed to share.

Unilever provided the space and platform for their memorable, individual, speeches and messages to quickly reach mass media and the general public as well as youth and environmental audiences, provoking dialogue and debate. The campaign was launched simultaneously in US, UK, Brazil, and Indonesia, with PR actions, including videos, media briefings and experiential activities, specific to each country and harnessing the news agenda around special topical dates such as Universal Children’s Day.

Some local markets programs were supported by the government as well as NGOs (including UNICEF, Oxfam and Feeding America) while others included celebrities like Jimmy Doherty (UK) or Preta Gil (Brazil). Media partnerships with The Guardian and Mumsnet ensured the depth of message.

The results were immediate and measurable: these young leaders inspired global repercussions motivating thousands of young people worldwide to join the cause for a brighter future.

Unilever began a comprehensive search throughout 5 continents until it found young men and women from different cultural backgrounds that represented this new movement. Some of them shared the last names and others the passion of history’s leaders.

Unilever provided the space and platform for their memorable speeches to quickly reach mass media as well as the general public by using every owned channels in a joint effort that brought together all the brands in the portfolio.

The campaign was launched simultaneously in US, UK, Brazil and Indonesia, with PR actions including videos, media briefings and experiential activities, specific to each country and also and harnessing the news agenda around special topical dates such as Universal Children’s Day. Local programs were supported by NGOs including Unicef, Oxfam and Feeding America.

A 24/7 command-center newsroom provided real-time statistics we used to deliver additional content in a real-time publishing model.

The campaign aimed at generating awareness on sustainability worldwide.

- 472,453,667 Earned media impressions

- 96,911,790 Social media impressions

- 44,446,158 Video Views (Facebook + YouTube)

It also achieved one of its major goals: thousands of people worldwide found motivation and drive to become part of the solution.

- Facebook engagement 6.69% (versus an expected 3.37%)

- More than 3 million families impacted by local programs.

- Length of website visits were at and above expected benchmarks.

- 200.492.106 consumer participation actions on our website

- 7,651 Volunteers joined our cause

At a brand level, it leveraged brand awareness above the core target’s KPIs

(parents 25-44 yrs) in all 5 markets.

It also showed great results in terms of social impact (regarding the brand as creating a better world) and in brand linkage to portfolio.