X TEAM CANADA BRIEF

Telis Carayannakis

Michael Holmes #ProjectWASHroom

Objectives

Strengthen P&G’s brand equity and

grow total sales with our core demographic

(Moms)

Achieve widespread understanding of the

WASH crisis, and inspire action towards

the 2030 milestone

Everyone. Everywhere.

2030.

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Audience

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INSIGHT

When we look at a washroom, we all see something different.

KEY MESSAGE

A tap and a toilet can be life-changing.

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A tap and a toilet with clean water can be life-changing.

Join us in our global campaign to eradicate the WASH humanitarian crisis by 2030.

#ProjectWASHroom

Stories from celebrity

spokespersons, moms, and

those directly impacted

INTERACTIVE EXPERIENCE PAID + SOCIAL MEDIA PACKAGING + IN-STORE

World Water Day – Promotional Event (March 22)

$1 per sale To WaterAid

FUNDRAISING MEDIA BLITZ

‘Cutting of the ribbon’ celebration for new

water facility in Zambia

Shakira visits moms in Ethiopia to discover

the life-changing impact of new well

Imagine…

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Stories told through World Water Day event +

Ongoing Online

Being put in the shoes of those impacted by the

WASH crisis.

Agency Brief Details

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DELIVERABLES

• Interactive & immersive online experience

• Fundraising/PR plan for World Water Day event

• Paid media plan and assets

• Digital and social media plan

• Packaging call-out and point-of-sale design

AGENCY CHALLENGE

Break through to Global Citizens by creating an experience that places them in the

shoes of those impacted by the WASH crisis, revealing the life-changing power of clean water

and sanitation.

TOTAL BUDGET

$6 million (USD)

KPI’s

• +100,000 people with access to water & sanitation

• +2 pts increase in P&G masterbrand equity score

• 50 million PR & earned media impressions

• 200,000 platform visits

TIMELINE

Launch: January 2016, with build-up to

World Water Day event on March 22nd

Outcomes

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Company

Charity

Cause

Increase in sales and masterbrand equity

Clean water access to 100,000 additional people, with strong potential future impact

Spark widespread understanding about WASH crisis via program with one of the world’s largest corporate partners

Thank You.