Iris > Case Studies > Transforming Sanitation in Brazil: A Case Study on Neve's 'Half of Us' Campaign

Transforming Sanitation in Brazil: A Case Study on Neve's 'Half of Us' Campaign

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Applicable Industries
  • Cement
  • Construction & Infrastructure
Use Cases
  • Construction Management
  • Construction Site Monitoring
About The Customer
The customer in this case study is Kimberly-Clark, a multinational personal care corporation that produces mostly paper-based consumer products. Kimberly-Clark owns the Neve brand, which is the leading toilet paper brand in Brazil. The company is committed to addressing the sanitation crisis in Brazil and improving the lives of millions of Brazilians who lack access to basic sanitation. Through the 'Half of Us' campaign, Kimberly-Clark aimed to raise awareness about this critical issue and provide practical, sustainable solutions to improve sanitation conditions in the country's most affected regions.
The Challenge
Brazil faces a significant sanitation crisis, with 50% of its population lacking access to basic sanitation. This equates to approximately 100 million people living without basic hygiene and 40 million people without access to clean water. The consequences of this crisis are severe, leading to increased child mortality rates in the country's poorest regions. Neve, Brazil's leading toilet paper brand, recognized the urgency of this issue and sought to raise awareness about the critical subject of basic sanitation. The challenge was to create a campaign that would not only bring attention to the problem but also inspire action and provide practical solutions.
The Solution
Neve, in collaboration with iris, launched the 'Half of Us' campaign. The campaign began in 2016 with a manifesto film that depicted the stark contrast between the lives of a boy with access to proper sanitation and a boy without. The campaign website featured this interactive video and encouraged users to create an animated GIF as a symbol of their support and to help raise awareness. In 2017, the campaign evolved to include the use of one of Brazil's most famous icons, the legendary butler Alfredo, and testimonials from residents of Milagres do Maranhão, a region with one of the worst sanitation indexes in the country. Neve co-created an alternative, sustainable, low-cost bathroom model and made the construction manual available for download on the campaign website. The campaign also leveraged social media to drive participation and raise awareness.
Operational Impact
  • The 'Half of Us' campaign had a significant impact, not only in terms of raising awareness about Brazil's sanitation crisis but also in driving action towards addressing the issue. The campaign successfully engaged a large audience, as evidenced by the high number of views on campaign videos and the creation of thousands of gifs on the website. The campaign also inspired direct action, with thousands of users clicking on the donate button and downloading the construction manual for the low-cost bathroom model. This indicates that the campaign was successful in not only raising awareness but also in providing practical solutions and inspiring action to improve sanitation conditions in Brazil.
Quantitative Benefit
  • More than 75 million views on campaign videos
  • Over 44,000 gifs created on the website
  • Engagement rate of over 45% within target

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