In response to the devastating earthquake that rocked Turkey in early 2023, home cleaning product brand Domestos pivoted the focus of a long-term project to promote youth hygiene and provide support to schools affected by the disaster.
Objective
One in three children worldwide lack access to hygienic toilets. With Domestos' belief that all individuals have the right to live in conditions that meet basic standards of hygiene and health, the brand launched a project aimed at being a pioneer of social hygiene. The effort has taken steps to improve the toilet facilities in schools and educate children on toilet hygiene to create a cleaner and more hygienic future.
Throughout this 11-year process, Domestos has been committed to the mission. However, in February of 2023, a devastating earthquake shook not only the brand's home country of Turkey, but also the organization. Given its expertise in hygiene, which has become one of the most significant problems in the region, Domestos shifted the focus of its project to support the affected region.
Context
As an expert in toilet and bathroom hygiene, Domestos, recognizes the importance of promoting hygiene awareness among children, which is a crucial element of public health. In line with its corporate social responsibility and sustainability goals, the brand launched the Domestos School Hygiene Project 11 years ago, aimed at cleaning and sanitizing school toilets — the place where children spend most of their time outside of their homes — and instilling toilet hygiene consciousness among children. Throughout this process, the brand educated children from all over Turkey on this topic, cleaned and renovated school toilets, and collaborated with public institutions, NGOs, and private sector partners to support schools' hygiene product needs.
However, following a devastating earthquake in Turkey in early 2023, the brand shifted its project's focus to the affected region to reach more schools and students. Domestos' unstoppable hygiene power continued to work towards the goal of providing a clean and healthy environment for all children in Turkey.
Target Audience
The target audience of this project remained children, even after the pivot. The project aims to provide education on toilet hygiene and improve toilet facilities to ensure that children can live in a healthy and hygienic environment.
Creative and Media Strategy
Domestos' media strategy was designed to maximize the visibility and impact of its creative messaging, ensuring that it resonated with the target audience.
First, the brand identified its specific audience as parents or teachers. To reach them, it implemented a multi-channel approach that leveraged both traditional and digital media platforms. Domestos utilized television and radio advertisements, social media platforms, and online display ads to create a comprehensive media presence.
Throughout the project, Domestos integrated online hygiene education into the Ministry of National Education's online education systems for children. To raise awareness about toilet hygiene in society, the brand also conducted social media campaigns with famous personalities. Domestos also created a QR code-centric aspect of the campaign in which users could scan the codes to donate Domestos products to schools to meet students' one-year hygiene needs.
The marketplace for toilet hygiene products was competitive, with various brands offering similar solutions. Domestos aimed to differentiate itself by not only providing effective products but also by actively promoting awareness and education around toilet hygiene. Through these efforts, the brand aimed to strengthen its position, increase market share, and establish Domestos as a trusted leader in the field of hygiene.
Through the recent iteration of its project, Domestos provided hygiene support for over 1.9 million children in schools. This demonstrates the brand's commitment to improving hygiene conditions for students across the country.
Furthermore, the project had a positive effect on the brand's image and perception. The brand's image value increased to 70.8, indicating a strong reputation among consumers. The average consumer recall without assistance increased to 91, and the brand strength score rose to 22.7. These metrics reflect the effectiveness of the project in creating brand awareness and establishing Domestos as a trusted and reliable brand in the market.
