L’Oréal, Reckitt Benckiser and Essity team up to launch ‘Shop Responsibly’ campaign

L’Oréal, Reckitt Benckiser and Essity team up to launch ‘Shop Responsibly’ campaign

THE WHAT? L’Oréal, Reckitt Benckiser and Essity have joined forces to encourage shoppers to act with consideration for others, according to a report published by Campaign.

THE DETAILS The campaign, which was created by Publicis Groupe UK, highlights ways in which consumers can help improve the shopping experience for themselves and others, including maintaining social distancing, supporting and respecting shopping windows reserved for the elderly, vulnerable and NHS workers and buying only what they need.

The campaign launched on Friday across the UK and will be used across retailers’ websites, mailers and social media.

“Overnight, we’ve seen an irreversible shift in the role retailers and brands play in people’s lives,” Publicis Groupe UK CEO, Annette King told Campaign. “We’ve also seen incredible efforts by so many businesses and their hard-working employees to do the right thing in this difficult time. ‘Shop responsibly’ unites the sector in an urgent entreaty to consumers to behave responsibly and think about others.

THE WHY? As COVID-19 rages throughout the UK and lockdown measures were bought in, shortages have been rife and queues for supermarkets long.

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