#CMweekly: Kimberly-Clark 30-Day Challenge

Company: Kimberly-Clark
Cause: Global Health
Partner: Healthy Workplace Project and Unicef USA
Website: www.unicef.org/kimberlyclarkchallenge

Program of Action
To mark the fifth anniversary of Global Handwashing Day, Kimberly-Clark and The Healthy Workplace Project launched a 30-day challenge that will culminate in a $25,000 donation to the U.S. Fund for UNICEF in support of UNICEF’s Global Handwashing initiative. Between October 15 and November 15, individuals can take a three-question online quiz that tests their knowledge of key health and hygiene issues. Once completed, individuals can choose one of three UNICEF projects to benefit from the donation.

Global Handwashing Day was originally created for children and schools, but can be celebrated by anyone promoting handwashing with soap. The goal is to raise awareness of critical hygiene-related health challenges facing world communities. Each year on October 15, over 200 million people are involved in celebrations in over 100 countries around the world.

Best Practices
Kimberly-Clark builds awareness amongst all (company, employees, and consumers). Engaging the company and its employees adds to the authenticity of the effort. Creating a campaign that does not only require consumer action or awareness but employees as well, can help make the initiative more impactful, effective, and unique.

In addition, Kimberly-Clark creates a deep connection with employees and consumers. Both targets will understand the reason for the cause partnership – including who is involved, why UNICEF chose to partner with the company, how it will be impacting the celebration, and where donations will be directed. Establishing a connection and keeping it with participators can bring more brand loyalty to the company and/or product.

Not only does Kimberly-Clark partner with UNICEF but launched a program to instill the initiative in the workplace. The company’s Healthy Workplace Project advises employees to create a clean and healthy environment which in turn decreases the amount of absenteeism. By creating its own program and partnering with a trusted organization, the initiative challenges the company, its employees, consumers and Global Handwashing participators.

Instead of donating to the project with the most votes, perhaps Kimberly-Clark break its donation amount in three. Each project will receive a different amount based on votes but ensures each will get funded.

Program Outcome
Once the 30-day challenge is complete Kimberly-Clark and The Healthy Workplace Project will donate $25,000 to the U.S. Fund for UNICEF in support of the project that received the most votes. The 30-day challenge ends on November 15, we encourage you to participate by taking the online three question quiz. Let’s celebrate Global Handwashing anniversary and raise awareness for those widely affected worldwide from life-threatening hygiene.

Your CM Aficionado,


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