Societal project for SCA France Initiated by TENA & NANA brands

Introduction

3

Reminder of the project brief

Find a unique societal project to bring “SCA c/o life” to life

Define a unique and differentiated social marketing vision for TENA & NANA (as initial Brands activated)

That is aligned with the SCA strategy, existing brand values and market specificities

That will re-involve the consumer in this category

Translate this sustainability posture into added value for the brands

Strengthen brand value via sustainability and emotional content

Define a partnership project & mission

Project perimeter

Focus on France as a pilot market, with a view to extending the project to Southern Europe (France, Spain, Italy & Portugal) at a later phase

Project must be validated at an international level before meeting external stakeholders

Social marketing vision & Project concept

Project concept endorsed by SCA Because Hygiene is an essential condition of health and

dignity, we (SCA) wish to extend our action to people living in

precarious conditions : give them access to hygiene and

information to improve their self-esteem and give them

strength to access to autonomy

TENA & NANA brands will activate project by

breaking taboos* and encouraging people to

speak-up to increase their self-confidence and

empower them on these ‘touchy’ subjects

*Taboo : a ban

or an inhibition

resulting from

social custom

or emotional

aversion.

Social Marketing Vision for Brands activation

TENA & NANA

Because you deserve respect,

because being true to you is our way

of enabling your inner strength

When TENA & NANA talk about respect it means…

• Empowering / Emboldening

• Strength comes from within

• Self esteem

• Provide the attitude

• TENA & NANA are facilitators

• Role: give you confidence to achieve

Products activation – A printed message inside each

product presents 3 different taboo

subjects and uplifting messages,

with a web adress to follow the

discussion.

– “Kinder surprise” : you never

know which issue you will find,

something new to learn every

time !

Web platform – More information on the taboos

and possibility to join in the

conversation (content vs.

superficial)

– “Positive clicks mechanic” : vote

on taboos to be developed with 1

click = XX cents donated to the

cause (example)

Societal project – A common SCA partnership with

an NGO to expand the program to

people living in precarious /

difficult conditions

– Co-conception of content on

taboos

– Specific programs for each Brand

activation

– Overall SCA PR endorsement

Project articulation

Reasons why

Reasons why for SCA (1/3)

Reinforcement of the responsible image of SCA, via concrete societal contribution hand in hand with a recognized partner

A responsible identity perceived by all stakeholders: consumers, prescribers, civil society…

The Respect platform nurtures SCA’s positioning on hygiene & ‘Care of life’ platform:

• Personal hygiene at the heart of identity and dignity

• Empowerment by breaking taboos and dialogue to go beyond embarassment linked to hygiene questions

• Women at the heart of talks about hygiene in the family: importance of breaking taboos and encouraging dialogue.

A project that is coherent with SCA essence & both TENA & NANA brands

Coherent with brand values of both TENA & NANA (ambitious, solution-oriented, active, energetic, caring & understanding, “your friend”, sincere & passionate)

Taboo is a central issue for both brands (feminine hygiene, sexuality, incontinence, etc.) and makes for a strong societal mission for TENA & NANA

A project that can be carried by all SCA brands

Not exclusive to intimate hygiene category and can be rolled-out to other categories & brands of SCA group: access to hygiene and empowerment of women & men on personal hygiene from a more general perspective.

Reasons why for Brands & for France (2/3)

A strong marketing potential via a catchy & different idea!

That differentiate from competitors:

• An innovative product-website mechanism

• A local societal project : differentiating vs. projects existing in developing countries.

That is easily understandable by consumers

That makes the product more fun & attractive: a surprise in each pack !

And gives an opportunity to positively involve consumers in this category

• “Re-enchant” the product category, give meaning & emotional content to the product, create a bond with the consumer, and between the consumers (they become ambassadors of the taboo project)

• Create dialogue on web platform (choice of taboos…) to accompany and reassure consumers

• Actively involve consumers in solidarity project via ‘buy one – give one’/ ‘positive clicks’ mechanism

A societal project anchored locally

Today Hygiene Matters indicates a higher concern of French people & women on hygiene issues

Today Sustainability report from Ethicity-Innovest indicates that health has become N°1 prio (before Environment quoted 1st in 2010)

Kinder Surprise project adopts a complementary approach to the Oxfam partnership:

• It is based on a local solidarity project, which is a strong expectation from French consumers (proximity)

• It is directly linked to the product and makes it more attractive (taboos on the products)

• The subjects that are tackled directly concern the consumers (taboos on their daily life)

Reasons why overall (3/3)

Social benefit : Impacting & meaningful for consumers & customers & society

An engaging (taboos) & content-based (strong information ) platform

Human, peer to peer vs. medical approach (even if there is an articulation with medical support)

Societal benefit via action with partner: strong potential for positive and concrete benefit for NGO

Strong potential to engage internally and involve teams on the project

Project implementation:

Easy to develop & pilot => evaluate before further roll-out

Easy to roll-out for Southern Europe markets (in choice of partners)

Presentation of strategic partnership

La Croix Rouge

Project concept

Because hygiene is an essential condition of health and dignity, we wish to extend our action to people living in precarious conditions: give them access to hygiene and information to improve their self-esteem and give them strength to speak-up and reach autonomy

This is why we have built a strategic partnership with La Croix Rouge Française: to expand our action and reach specific publics (3 programs developped)

With engagement of SCA employees in their project :

Initial evaluation of project and engagement (among 80 people) with very positive results !

Initial Pilars of partnership

Education

program for Teens

around sexual life

& intimate hygiene

Well-being

program for

Seniors

Distribution of

Hygiène Kits

to homeless people

Engagement

of SCA

employees

4 Pilars

Project objectives - CSFs & KPIs

Shared objectives for the partnership

A partnership between SCA & La Croix-Rouge Française to promote and improve access to hygiene among specific targets, to increase people’s self-confidence & empower them on these ‘touchy’ subjects

Because hygiene is an essential condition of health and dignity, we wish to extend our action to people living in precarious conditions: give them access to hygiene and information to improve their self-esteem and give them strength to speak-up and reach autonomy

Key success & performance indicators

2011 – spring 2012

Pilot

2012 – 2014

Activation

BUSINESS / MARKETING Indicators • SCA Corporate brand awareness

• Measure TBD in SCA Brand equity report

• Media / Press coverage

• NANA & TENA : brand / project awareness

• NANA & TENA brand preference & values

• Business indicators (sales)

• Piloting budget & future results

X

X

X

X

X

X

X

X

SOCIAL / SOCIETAL Indicators • Hygiene kits :

– % hygiene needs of homeless people covered with kit project.

– Number of people who received a kit in each pilot region

– Qualitative KPI on acceptance of kit.

• Education for teens & Preventive program for seniors

– Qualitative KPI on quality of training for educative teams

– Evaluation of message perception / understanding, by educative teams + by trainees /

beneficiaries of program (through questionnaire)

X

X

X

X

X

X

X

X

X

INTERNAL IMPLICATION • Internal awareness of project

• Internal participation for each societal event (SCA)

• Qualitative evaluation of internal involvement of SCA teams

• Qualitative evaluation of mutual enrichment of CRF & SCA teams

X

X

X

X

X

X

X

Insights from evaluation

Homeless people :

- Women are more fragile in the street , also regarding daily hygiene : 62% of men know where to find hygiene products they need , only 45% of women

- 60% of homeless women do not use feminine protections !

- 1 out of 2 homeless person has no hygiene product at all except a tooth brush & a shower gel

- Women interviewed declare that « even for those who are leaving in the street, it’s important to remain women »

For CRf

- Strong willingness to develop expert content in partnership with SCA

- Absolute need for such Kits confirmed by network

- Improvement of french red cross activities towards homeless people positive evaluation of the volunteers implicated and beneficiaries: USEFUL PROJECT

For both partners

- Successfull sharing of expertise

- Better awareness on hygiene issues

18

19

81 % are aware & interested to engage with CRf

94% are proud of the partnership & 69,5% very proud

60% feel ambassadeurs

TOP 6 actions 2012-2013

Toys & cloth collect (as in 2011) / 71%

1st help training / 70,4%

Participation to Education programs / 61,1%

« Mécénat de compétences » / 60,7%

Meals distribution / 52,6%

Sport solidarity event / 51,2%

Re-activation Q4 2012 alongside integration of new SCA units

Recommendation to maximize SCA engagement

Educational

program for

Teens

CSR project : new scope

2012 2013

100 000 kits + CRf shops

Dec. & Jan. April

EVRAS

Pilot

Information + Network activation

Nana TENA

Evaluation & Optimization

Summer

Pilar 1

Dec. & Jan.

Ordering & planning Kits

KITS + Shops +

TBD

Pilar 3 Pilar 2

Seniors

Pilot Employees

Engagement

2012

Within

Nana 2013

Marketing

& Digital

plan

Within

TENA

2013

Marketing

& Sales

plan

Pilar 4 All over

2013

SCA