Finn has launched a major new campaign for leading hygiene and health client, Essity, which aims to tackle low levels of hygiene in primary school toilets throughout the UK.
The launch is the first campaign to be delivered by Finn after its appointment as Sweden-based Essity’s UK corporate agency following a competitive pitch. Finn’s brief includes working with Essity to develop its corporate proposition and purpose, and providing PR support for its UK manufacturing mills.
The campaign, titled School Hygiene Essentials Initiative, comprises a research partnership with YouGov UK to highlight the hygiene issues in primary school toilets, media relations, a public affairs and influencer programme, social media content creation, and the design and development of a new website.
Gareth Lucy, communications manager at Essity, said: “We were impressed with Finn’s approach from the first time we met them to discuss the brief. Our aim was to build a campaign with the ability to achieve real, positive change on what we believe is an important issue. Finn’s response was creative and carefully considered the roles of PR, PA and digital. Ultimately, we felt that they understood the challenge and following the launch of the campaign in May the response has been fantastic.”
Alison Puente, partner and director at Finn, added: “We’re delighted and proud that we have been able to partner with Essity to launch this worthwhile campaign to help the team in their vision of empowering people to overcome hygiene barriers.
“At Finn, we believe that PR has the power to create actionable change through hard-hitting campaigns and the Hygiene Matters School Initiative campaign is a great example of this being brought to life.”
After its recent launch, the School Hygiene Essentials Initiative will now see Essity initially work with teachers, local authorities and health professionals to identify a set of easily implementable and affordable solutions aimed at helping primary schools to improve hygiene levels in their toilets. The company will then pilot these in a number of schools to assess their impact on children’s education and wellbeing over a six-month period, building the case and support for them to be rolled out more widely.
Alongside the School Hygiene Essentials Initiative, Finn will support Essity in delivering media relations support and internal communications related to local community initiatives for five of its mills in the UK.