Unilever Sustainable Living Plan Progress Report 2011

12 Unilever Sustainable Living Plan Progress Report 2011
IMPRoVInG HEALTH AnD HYGIEnE
iMProve oral health
OUR TARGETS
1.2 We will use our toothpaste and
toothbrush brands and oral
health improvement programmes
to encourage children and their
parents to brush day and night.
We aim to change the behaviour
of 50 million people by 2020.
l
OUR PERFORMANCE
around 44 million people reached
since 2010: 31 million in 2010*
and 13 million in 2011.
Brushing habits that last are best forged
during childhood, so our campaigns
seek to instil good habits from an early
age. The Brush Day and night message
targets the single change that the FDI
World Dental Federation agrees will do
most to improve oral health. clinical data
has shown that brushing twice a day
with fluoride toothpaste can reduce tooth
decay in children by up to 50% compared
to brushing once.
We have made good progress as a
result of running the campaign in
more countries than we had originally
anticipated – a total of 12 countries
across Europe, Asia, Africa and Latin
America in 2011.
* our previously reported figure of 10 million people
reached in 2010 has been restated to 31 million –
see the Sustainable Living section of our website.
BrUshing teeth day
and night
We are using Unilever’s Five Levers for
change model to encourage better oral
hygiene. our research revealed that we
needed to make sure parents understood
the importance of brushing at bedtime.
We offered games to make it easy and
prizes as a reward for keeping going.
The real breakthrough came from making
it desirable. We did this by featuring dads
in the communication. We recognised the
role fathers can play in passing on good
habits to children and how this appeals to
their desire to become a good parent.
Along with stickers to encourage
children to practise the new habit over
several weeks, we explored new ways of
reinforcing the habit by sending parents
mobile alerts at children’s bedtime.
Results are encouraging with increased
brushing frequency in countries running
the programme. This is a win-win:
improving children’s oral health and
helping us grow our business.
iMProve selF-esteeM
OUR TARGETS
With our dove brand we are
helping millions of young people
improve their self-esteem through
educational programmes.
1.3 By 2015 we aim to have helped
15 million young people.
l
OUR PERFORMANCE
over 8.5 million young people
have received our help since 2005.
over 1 million participated in the
programme in 16 countries
in 2011.
Dove is one of our biggest brands with
revenues in excess of €3 billion. Its
Self-Esteem Fund is educating girls to
overcome anxieties about their physical
appearance and raise their self-esteem.
In 2011, the programme covered
16 countries including Australia,
France, Mexico, Taiwan, the UK and
the United States.
BUilding a MoveMent
For selF-esteeM
Dove’s Self-Esteem Fund promotes the
development of body confidence among
girls. It provides tools and resources to
build their self-esteem, using the support
of their families and communities.
The Fund also runs events, such
as the Dove Self-
Esteem weekend in
the United States
which attracted over
23,000 girls in 2011.