14 January 2015, KARACHI: Unilever Pakistan has partnered with World Wildlife Fund for Nature and Hyperstar for a unique collaboration aimed at sustaining Pakistan’s environment. A commitment of 6,000 trees has been made by Unilever’s customers as a result of this campaign, which will result in an annual reduction of approx 2 metric tons of Carbon Dioxide from Pakistan’s atmosphere.
The campaign, titled “Spend less, Protect more”, aims at educating consumers about Unilever’s ambition to halve the impact of its operations on Pakistan’s environment, as well as encouraging consumers to participate in the effort. Consumers were provided the incentive to contribute to the campaign, simply by buying Rs 500 worth of Unilever products, which would be rewarded with a tree being planted in their name by Unilever and WWF.
Hyperstar, one of Pakistan’s leading retailers, provided access to consumers through the branding of its outlets. This was further augmented through the presence of Unilever Brand Ambassadors who educated consumers about the initiative as well as the impact of the Unilever Sustainable Living Plan. WWF provided the expertise to educate participants about existing environmental issues and the opportunity to make a difference.
Munir Hasan, Director Modern Trade, Unilever added “At Unilever, sustainability is central to the way we do business and this partnership with WWF and Hyperstar is another step towards putting this ambition into action. This campaign is playing the dual role of creating the necessary awareness about protecting the environment as well allowing our customers to play a part simply by engaging in the shopping experience. The success of the campaign is evident considering that over 11,000 consumers engaged with this initiative in the space of just two weeks!”
As well as the positive impact on the environment, there has also been a sharp increase in positive consumer engagement as a result of this initiative. The campaign reached out to 11,000 shoppers over the duration of the campaign. This provides the necessary encouragement for a number of similar campaigns to be launched in future.
About Unilever Pakistan
Unilever Pakistan is a subsidiary of Unilever Plc, which operates in over 100 countries. Established in Pakistan in 1948, the Pakistan business is amongst the country’s largest consumer goods companies. Unilever is one of Pakistan largest taxpayers, and contributed a total of PKR 24.4 billion to Pakistan’s exchequer in 2013 alone.
Unilever’s brands such as Lux, Lifebuoy, Lipton, Sunsilk, Surf Excel and Wall’s are known for their consistently high quality & value and are trusted & consumed daily by millions of people across Pakistan. Unilever’s brands strive to create a better future every day for consumers across Pakistan.
Lifebuoy reaches out to thousands of children through its hand washing campaign, raising standards of hygiene; Lux promotes film, fashion and music through the iconic Lux Style Awards; Sunsilk partners PFDC in the fashion weeks and Blue Band supports nutrition.
As one of Pakistan’s most preferred employers, Unilever directly employs over 2000 people across the country, and indirectly contributes to the employment of many thousands through its nationwide sales and distribution network.
Unilever’s ambition is to double its business whilst reducing its environmental footprint and enhancing its positive social impact. It is engaged in a number of initiatives to enhance livelihoods, save water, energy, carbon emissions and to cut waste and promote recycling. For more information: www.unilever.pk.
Hussain Ali Talib
Unilever Pakistan Limited
Fatimah Jinnah Road