Reckitt Benckiser (RB) is a worldwide company with brands in healthcare, home care and hygiene present in nearly 200 countries around the world. RB’s prior communication objective is to show an image of a company concerned with people’s lives and well-being as well as sustainability.
In 2012 RB achieved a reduction of 21% in CO2 emissions, achieving the “Carbon 20” initiative 8 years earlier. In this same year RB announced a partnership of $8 million with the philanthropic project “Save the Children” which aimed to reach 2 million vulnerable children across 50 countries around the world. On top of that, RB uses the power of its brands to boost social causes, such as “Dettol” for families with self-conscious hygiene and “Veja” with “Casa Hope” to help against child cancer.
In Brazil, the local GlobalCom PR Network team is responsible for the promotion of those social causes, any corporate changes and the release of new products or campaigns. Through an active dialogue with the journalists it was possible for such subjects to be covered by top Brazilian media.