Soap with Soul
THE ASK
We were approached by social enterprise ‘We Make Good’ to launch a soap made by people conquering addiction and those living with disabilities. We had to do this in a way that empowered the makers and changed people’s perceptions of inclusivity.
THE CAMPAIGN
Our campaign was rolled out across two phases using print and online channels.
We approached disability rights activists and social influencers to promote the campaign by having them switch Instagram accounts for a day to help diversify the conversations happening online.
SPREADING THE WORD
We created a digital strategy & a suite of content for online channels to help spread the word of the soap & its powerful story.
We developed a bespoke interactive filter which helped to spark a conversation about diversity & inclusivity online.
All of which helped to empower the makers & undo damaging stereotypes.
And helped to get the word out there in the media.
ALL IN ALL
We worked to change the dialogue on inclusivity in Ireland.
The wonderful makers were given the recognition they deserved.
And, the soaps sold out faster than you can say ‘please make more soap’.
THANK YOU
We Make Good, Coolmine, ChildVision, Mel Gardner, Lauralee Guiney, Alannah Murray.
