Harpic and Lysol, two of Reckitt Benckiser’s market leading brands in household cleaning and disinfection, have scaled up their CSR programme, the Magic Clean campaign, which aims to educate and create awareness among the general public on the importance of cleanliness of toilets and other surface areas of the home.
The objective of the ongoing campaign is to disseminate reliable information on the capability of specialized toilet and other surface cleaners to prevent the spread of diseases such as diarrhea, dysentery, cholera as well as other bacteria and virus related infections.While the campaign has been in progress over the last few years, the latest scaled-up version, which has been in motion during the last three months, sends out multiple teams so that the campaign can cover more areas of the country simultaneously.
One of the important messages that the programme conveys is that a surface that appears clean may not actually be germ-free. Therefore, the teams making house-visits emphasize the importance of using specialized cleaners to ensure a sanitized home.
The Expert’s Thought: Brands driving Campaigns would have greater and far wide effect on Consumers. They will not only understand the concept very well but will also inculcate in daily practices.