Vaseline The Healing Project
Vaseline : The Healing Project
In partnership with Direct Relief, The Vaseline Healing Project is an aid effort to provide dermatological care, Vaseline® products & medical supplies, and skin health training needed to help heal the skin of people affected by poverty or emergencies around the world. The Vaseline Healing Project was launched in 2015, currently reaching over 2.5 Million people across 61 countries, through product donations, healing missions and training programs.
#Sharethehealing
“When Vaseline launched their first social mission—The Vaseline Healing Project—they asked us to help raise awareness of the aid efforts being done in partnership with Direct Relief and Viola Davis. Through dynamic storytelling, we drove an emotional connection to key target segments, showing consumers that Vaseline Jelly is healing the skin of millions worldwide.”
social creative strategy
“Generate awareness of The Healing Project and Vaseline Core lotions by driving an emotional connection with key target segments. Followed by creative that tells the “field to home” story connecting THP to the Vaseline Jelly and core products; highlighting how the Vaseline Jelly used in our aid efforts with Direct Relief is the same product that you love and trust at home.”
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Leverage partnership with Viola Davis to drive awareness to Vaseline Healing Project and it’s relief efforts.
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Highlight Vaseline jelly and relief skin health statistics.
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Communicate The Healing Project’s global scale.
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Inspired by “The Not So Ordinary” video, this two-panel image directly connects the brand with The Vaseline Healing Project. The side-by-side comparison illustrates the ordinary to extraordinary messaging, helping to further communicate the healing power of Vaseline.
Rationale
Showcase Vaseline Jelly’s place within the missions, focusing on how the key ingredient in the lotions is also used to help heal dry skin in the US and worldwide.
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Drive awareness of the online kit builder
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Spotlight a specific mission, Kenya
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Aims to entice consumers to learn more about how their purchase of a Vaseline core lotion can make a difference for people in need. The website card allows consumers to access our website with ease so they can get the information they need.
MORE THAN A HOUSEHOLD STAPLE
From Vaseline’s aid efforts around the globe to the products you use at home, the original Vaseline Jelly is the core of who we are because it truly heals skin, and that’s why it’s the key ingredient in all of their products. The campaign continued to carry this messaging through Facebook Carousels; by leveraging Facebook’s multiple frames, custom scenes were concepted and built to reflect the idea of “Field To Home”.
