Kruidvat - Giving a face to hygiene poverty
Raising awareness about an issue affecting 1 in 4 Belgians
To mark the International Day for the Eradication of Poverty, Kruidvat chose to shed light on the growing issue of precarious healthcare access in Belgium. The campaign aimed to raise awareness about hygiene poverty and give a voice to those affected by it. By putting a human face on the reality many people face when seeking essential healthcare products, Kruidvat highlighted the importance of making healthcare solutions more accessible for all.
We partnered with Kruidvat to amplify the campaign’s impact and reinforce its commitment to social issues.
Our approach:
- Media outreach: We approached national and local media outlets, offering interviews with individuals facing ‘personal care’ poverty in Kortrijk and Brussels.
- Press release distribution: We distributed a press release introducing Kruidvat’s poignant campaign video, which gave a face to hygiene poverty.
Our results:
The campaign resonated strongly, gaining widespread media attention and amplifying its message:
- 7 online articles: Including coverage in prominent national and regional outlets.
- 1 radio mention: On Radio 2, further expanding the campaign’s reach.
- 3 print articles in local newspapers: Het Nieuwsblad Kortrijk Waregem Menen, La Capitale (SudInfo) and Dag Allemaal.
