Unilever’s Sunlight has unveiled a brand campaign to support women-owned businesses. The campaign is dubbed ‘Women of More.’ Developed in partnership with Ogilvy Africa, Kenya, the campaign is pegged on Sunlight’s uplifting attitude towards women in East Africa.
Commenting on the creative’s direction, Henry Muchauraya, homecare director, East Africa, Unilever, said: “Sunlight is committed to helping over 100,000 Kenyan women entrepreneurs to develop their businesses into sustainable and profitable ventures they can be proud of by 2026.” The campaign is anchored on three pillars: media, shopper and education to sustain its promise.
This will see the media pillar donate media spaces to support the businesses by creating visibility through digital, radio and OOH ad spaces such as billboards. In the same vein, the shopper- offer spaces to the women for them to market their products through its instore activations and the education pillar to offer training on financial, literacy, marketing and digital marketing skills.
The campaign aims to showcase Sunlight’s product promise, while creating a sustainable mechanism for the brand to act upon its promise. “Products exist to serve a utility, while brands exist to serve their users. We believe this initiative sits at that sweet spot, where a brand is setting itself up to make a real difference to the lives of the users, who’ve made it the success it is today. We applaud Unilever’s intent and are proud to be their creative agency in supporting these women to be more,” says Vikas Mehta, Chief Executive Officer, Ogilvy Africa. The three month campaign is in support of women-owned businesses, projects and products to help them grow and thrive.