Myanmar · Brand & Creative Communications
Unilever: CLEAR Your Head
In an anxious period for Myanmar, Unilever's CLEAR shampoo partnered with the Call Me Today mental health hotline to offer teleconsultation. Ruder Finn Era built a communications plan to raise awareness of mental health and produced KOL podcasts with real counsellors. The programme generated more than 100 calls to the hotline and over 80k organic reach.
The challenge
During a period of deep uncertainty in Myanmar, many people felt lost and anxious, and mental health support was scarce and rarely discussed. Unilever's CLEAR brand wanted to help people through their anxiety with a teleconsultation programme in partnership with Call Me Today, a mental health support hotline. The brand needed communications that would make people aware the help existed and comfortable enough to use it, without trivialising the subject or turning it into a shampoo advertisement.
Our solution
Ruder Finn Era created a communications plan that led with the importance of mental health and the idea of taking care of what is in our heads, a natural extension of a brand built on a clear, clean scalp and the clear head that follows.
KOLs were invited to record podcast sessions with real life counsellors, opening up about their own struggles and how they had overcome them. Hearing familiar voices talk honestly about anxiety lowered the barrier to calling the hotline, and the content reached far beyond the brand's own audience organically.
The results
The programme prompted more than 100 calls to the Call Me Today hotline and reached over 80k people organically.
- Client
- Unilever
- Market
- Myanmar
- Services
- Integrated Brand and Creative, Behaviour Change and Education, Influencer and KOL Marketing
- Sector
- Beauty and personal care, FMCG
- Engagement
- Project
