SUMMARY & WAVE 2 OUTLOOK : I prefer 30˚ Campaign
Valérie Séjourné Director Sustainability & Communications - A.I.S.E.
A.I.S.E. International Association for soaps, detergents and maintenance products
« The Voice of the Detergent and
Maintenance products industry in
Europe »
31 National Associations +
9 Direct Member Companies
Across Europe and beyond
900 companies
Driving sustainability Steering the agenda through voluntary action
SUSTAINABILITY STRATEGY through voluntary agreements
DRIVING SUSTAINABLE
CONSUMPTION AT SECTORAL LEVEL
THROUGH MULTI-STAKEHOLDER
COLLABORATION:
THE “I PREFER 30°” CASE STUDY
OUR CAMPAIGNS Key principles
1. Be non-competitive: Address a topic/call for action of interest to the
whole industry (at least in a given market segment) and not just one market player
2. Be open to all market players not only A.I.S.E. members but also others active in the sector e.g. private labels, non-members of A.I.S.E.
3. Be legally ‘cleared’ (e.g. competition law)
4. Be technically “sound”
OUR GOAL Aspirational yet realistic
A.I.S.E. Board brief, April 2012:
To promote low temperature
washing (30° or below) and
reduce the average EU wash
temperature, then at 41°C
FOCUS COUNTRIES (‘PILOT’):
BE, F, I, UK, DK
SOLUTION Reassure people about ALL the benefits of washing at low temperatures e.g. 30°
Saving money
Clean result
(performance)
Saving energy
&
Helping the environment
Clothing care
Wash at low temperatures (e.g. 30°C)
Detergent
companies/industry
Appliance
companies
Institutional/NGOs
Retailers
Textile companies/
Retailers
TOGETHER
CONCEPT & CREATION
CONCEPT
CONCEPT Spread the message
Detergent Companies
National Associations
Fashion Brands
Appliance Brands
Retailers
Institutional
Supporters
Corporate Supporters
TOOLBOX
(masters) Website
1-Concept and campaign central aspects
2- Implementation by lead players
2- Amplification by partners
CAMPAIGN TOOLKIT AT A GLANCE
11
12
B2C site with detailed laundry guidance (following detailed consultation with microbiologists)
Abstract of infographic- see B2C www.iprefer30.eu
TIMING & PARTNERSHIPS
Project Timing « I prefer 30° » WAVE I Two phases: B2B in 2013 + B2C in 2014
Jun13 Oct 13 Jan 14 Jun14 Oct 14 Autumn 15
Finalisation
toolkit
B2C / Consumer communication Activation
(Core Feb-April 14)
B2B / Partner’s engagement and preparation
Habits
survey
Opening
of the
project
14
Launch event
Milano: 7 June 2013
with EU « World you
like » & Fashion sector
Close
out
report
LAUNCH EVENT
MILANO, 7 JUNE 2013
“I very much welcome the “I prefer 30°” campaign. This is an example of partnership at its best and is fully in the spirit of the Commission's aim to encourage multi-stakeholder action in the fight against climate change. If we all make small changes to our daily habits, together we CAN make a big difference. Let's work together for a better climate - one machine wash at a time!" – Connie Hedegaard, Commissioner Climate Action
115 participants 20 media Coverage in Brussels, Italy, DK, Germany
Campaign Partners
16
* *
* Contributors to the IP30° media campaign
B2C CAMPAIGN IMPLEMENTATION
WAVE I
JAN-DEC 2014
BE, DK, F, I, UK
DENMARK - AMBASSADORS & STAKEHOLDER OUTREACH
18
ITALY- AMBASSADORS & FACEBOOK FANS
19
FRANCE: PARTNERSHIP WITH AU.FEMININ.COM, RETAILERS ACTIVITIES
20
May 2014
BELGIUM- ROADSHOWS & STREET MARKETING
21
UK- JOINT PARTNERSHIP WITH NATIONAL UNION OF STUDENTS
22
Close Out Report: I prefer 30˚ WAVE I
Released on November 2nd 2015
CLOSE-OUT REPORT OF IP30° WAVE I
24
Overview of activities by A.I.S.E.’, its National Associations & partner organizations in all five countries (Belgium, Denmark, France, Italy and UK): - Executive Summary - Country activities - Consumer Habits (2014 findings) - Campaign learnings Key achievements : • Excellent collaboration across A.I.S.E. and its network • Optimal use of a central toolkit • Need for long-term engagement to drive habits change Report available via : https://www.aise.eu/our-activities/information-to-end-users.aspx.aspx
I prefer 30˚ WAVE II (2016)
I PREFER 30˚: WAVE II (2016)
26
Following the success and achievements of WAVE I of the I prefer 30˚ campaign A.I.S.E. and its network decided to relaunch it in 2016. OBJECTIVE The campaign aims to work with a multitude of partners and inspire households in Europe to lower their average wash temperature. STEP BY STEP: KEY CAMPAIGN DATES I. 2 Nov. 2015: Call for Partner’s interest (Detergent Companies & Suppliers as campaign
sponsors)
II. 14 Dec. 2015: Confirmation of geographic scope in BE, FR, DK & UK (based on companies’ commitment) and opening to other Partners (Gold/Institutional)
III. 1 Jan. 2016: Campaign WAVE II Kick-off (B2C)
IV. 31 Dec. 2016: Campaign WAVE II End (B2C)
PHASED PROJECT TIMING I PREFER 30˚: WAVE II Two phases: B2B in 2015/2016 + B2C in 2016
NOV 2 DEC 14 JAN 1 DEC 31 Early 2017
B2C: Consumer communication activation
NA PR activities (BE, FR) &
Amplification of the IP30° toolkit via brands
amplification (BE, FR, DK, UK)
B2B / Partner
confirmation,
Further
engagement&
preparation
Consumer
Habits
survey
Opening
of the
project
27
Close
out
report
Confirmation
WAVE II Territory
I PREFER 30˚: WAVE II – HOW TO PARTICIPATE ?
28
Full project description and letter accessible via: https://www.aise.eu/our-activities/information-to-end-users.aspx.aspx
CAMPAIGN PARTICIPANT
REQUIRED DOCUMENT
DEADLINE FOR COMMITMENT
CORE CAMPAIGN LEADERS (i.e. Detergent Company)
WAVE I partner Addendum (to LoC) – SEE SITE 1 March 2016
New partner Letter of Commitment – SEE SITE 1 March 2016
GOLD PARTNERS (i.e. Value Chain Companies)
WAVE I partner Written proof of engagement (Email)
30 March 2016
New partner Letter of Commitment – SEE SITE
CORPORATE SUPPORTERS (i.e. Supplier)
WAVE I partner Addendum (to LoC) – SEE SITE
New partner Letter of Commitment – SEE SITE
INSTITUTIONAL SUPPORTERS (i.e. Authority or NGO)
WAVE I partner Written proof of engagement (Email) 1 Dec 2015 (preferably)
New partner Written proof of engagement (Email) 1 Dec 2015 (preferably)
IN SUMMARY
• A campaign in line with political agendas & policies (i.e. COP21)
• Great collaboration within the A.I.S.E. network (Brussels/local Associations and their members)-Complementary roles
• An opportunity to engage the broader value chain on a topic of common interest; value of multi-stakeholder partnerships
• Reaching out to consumers through centrally led industry activities complemented by brands’ amplification via their own communications channels, with the same toolkit
• Changing behaviour requires long term planning/education and on-going commitment
THANK YOU !
For more information:
www.iprefer30.eu
A.I.S.E. – Tel + 32 2 679 62 60- [email protected]