Cleanology works with The Hygiene Bank to help alleviate hygiene poverty at Christmas
The Background
In September 2020, Cleanology teamed up with The Hygiene Bank, to help promote the first ever National Hygiene Week, to raise awareness of UK hygiene poverty.
At Christmas, 2020, Cleanology staff, customers and suppliers collected and distributed donations to The Hygiene Bank’s local community projects, aimed at making the Christmas period less stressful for people struggling with poverty across the UK.
The Objectives
For the donations campaign, long-term client Cleanology asked Suzanne Howe Communications to raise awareness of the opportunity to become involved in a project designed to alleviate hygiene poverty across the UK. Phase two, saw the reporting of the success of the project.
For phase one, the objective was to promote key messages including:
• A fifth of the population is living in poverty
• Christmas places even more pressure on those families struggling to make ends meet
• One in three people living in the UK has had to go without hygiene essentials
• People are faced with having to make a choice between buying presents for the children or stocking up on toiletries or cleaning products.
Phase two shared the good news:
• Cleanology bagged up a whopping tonne of hygiene products to go to families around the UK at Christmas
• Cleanology engaged with staff and 300 customers to ensure success for the appeal
• Cleanology donated all profits from December sales of hand sanitiser to The Hygiene Bank
• Cleanology collected donations of unwanted Christmas presents such as soap and perfume
• The campaign ran to the end of January 2021.
The Strategy
The PR campaign focused on two targeted press releases, sent to specific digital and print media.
SHC maintains a bespoke media list across key sectors.
Press releases were sent to, and coverage was received in the following media:
Cleaning Matters; This Week in FM; Cleaning & Hygiene Today; Tomorrow’s Cleaning; FMO Professional Business Media; Cleaning & Maintenance; Building & Facilities Management; Network6; Radio Jackie News; London TV; The Cleanzine; Tomorrow’s Facilities Management; Business Mondays; Premises & Facilities Management; and Charity Today News.
The Results
The campaign ran from October to December 2020.
The story achieved 21 pieces of coverage, appearing in 4 magazines and on 17 websites: with an offline reach of 28,900 and an online reach of 18,000. The coverage resulted in 139 brand mentions and 12 shares on social media. The tone was entirely positive and the domain authority ranking was good, to excellent, for the majority of online coverage.
“Cleanology teamed up with The Hygiene Bank in September 2020 to help promote the first ever National Hygiene Week, and to raise awareness of UK hygiene poverty. Positive PR from SHC helped us achieve our goal to alleviate hygiene poverty at Christmas. We were overwhelmed by the response, and pleased to be able to share the good news of our success with our target business audience.”
Dominic Ponniah | CEO| Cleanology
“We were very grateful to Cleanology for supporting The Hygiene Bank. Their donations helped alleviate some of the pressure individuals and families face when unable to afford the basics, which is especially stressful during Christmas.”
Edgar Penollar | CEO | The Hygiene Bank
