Problem: 20 million people in the UK don't know what Hygiene Poverty is.
Insight: Soap is taxed 20% as a luxury item whilst luxury products such as caviar, champagne and lobster aren’t.
Solution: Raise awareness among the UK public about by highlighting how basic hygiene is treated as a luxury.
TV
Designer Soap
Luxury hygiene brought to life
Poster Adverts
Guerilla
PR Strategy
ANNOUNCEMENT
Hygiene Bank announces their partnership with fashion houses to create the soaps at an auction.
They finally allow the public to buy soaps.
All proceeds go to the charity.
PUBLIC BACKLASH
Controversy online over the exclusivity of the soaps.
SOCIAL MEDIA PR
Top 5 high-fashion influencers are sent mystery boxes with designer soap inside.
EXCLUSIVE RELEASE
Influencers and celebrities have exclusive access to buying the soap.
SOCIAL MEDIA BUZZ
Influencers and celebrities create hype on their social media.
Fans may want to buy but won't have access.