SKIP -1st Social Launderette
CSR initiative, in cooperation with the Municipality of Athens, aiming to support families with children enjoy the self-confidence of wearing clean clothes.
Intro
SKIP is the leading detergent brand in Greece, belonging in the Unilever portfolio. Its mission is to allow kids to play freely without their parents worrying whether they will get dirty, since SKIP is there to remove stains and dirt easily, from the first wash.
Challenge
We pro-actively proposed a CSR initiative that we believed was much needed due to the heavy economic crisis our country is facing. At first, it was just “food for thought” on how a love brand like SKIP could support people in need, those living in the Greek capital’s area who cannot afford to have hot water or even electricity in their homes. And then the idea came up, to build a Social Launderette where the less privileged could be offered a fundamental “luxury”: to be able to wash their families’ clothes, enjoying thus the minimum of hygiene and dignity that clean clothes bring to every human being.
Solution
The idea was realized, with SKIP funding the construction of a 50 m2 specially designed building – located in the premises of the Municipality Solidarity Center – that houses 5 professional washing machines and 5 professional dryers. The brand also offers all the necessary supplies - detergents, softeners etc. - to cover the needs of the daily scheduled “love-washes”.
The Social Launderette was inaugurated in December 2016 by the Mayor of Athens and the CEO of ELAIS-Unilever Hellas, with over 45 journalists and bloggers attending the Press Conference, which was organized by our agency.
Outcome
The news of SKIP’s Social Launderette travelled fast and over 130 articles have been published, while TV channels announced the initiative, with 6 reportages.
Ermis Silver in the Corporate Social Responsibility category.
Corporate Affairs Excellence Awards 2018
Award in the Social Responsibility category
Ermis Awards 2017
Gold Award in the ERMIS PR / LOW BUDGET / Low Budget category
Ermis Awards 2016
Ermis Silver in the “Ermis Public Relations/ Society and Business”
