HUL, in partnership with Reliance Smart, carried out a drive to create awareness among consumers on the importance of segregation of waste at the household level for effective waste management.
As part of the campaign, customers across 23 SMART stores in Mumbai, New Delhi and Bangalore, were requested to deposit plastic waste in plastic collection bins placed outside the Reliance SMART stores. The waste deposited was collected by HUL at regular intervals in partnership with the Reliance SMART stores.
There was an overwhelming response to the campaign done under HUL’s larger corporate campaign #StartALitttleGood. Over one million people were reached with the activation through social media, radio and other marketing platforms. Reliance SMART stores amplified the message through in-store excitement and through its social media to reach the shoppers.
The collected waste is being processed to make items of use such as spectacles, benches, planters, fishing boats, fishing nets etc and distributed to the needy people across the three cities namely Mumbai, Delhi and Bangalore participating in the activation.
About #StartALittleGood:
HUL’s #StartALittleGood initiative aims to highlight some of the most burning issues our country is facing and urge people to make little changes in their daily lives that can make a sizeable impact. The campaign draws attention to the issues of water and plastic waste.