Lahore – Reckitt Benckiser (RB), the makers of Dettol and Harpic, seeded the importance of hygiene and cleanliness to the masses through the much-heralded platform of Pakistan Super League (PSL). This was an extension of RB’s severalinitiatives which are fostering a culture of hygiene and cleanliness in the country, under their pledge for “Hoga Saaf Pakistan”. Through this nationwide movement, RB has been working on raising awareness and providing infrastructural support throughboth rural and urban on-ground interventions.
Capitalizing on PSL’s massive popularity and viewership, the idea was to encourage self-driven cleanliness amongst the audience through commentary endorsements and reviews alongside on-screenscrolls and videos throughout all matches. The desired outcome was to make individuals take responsibility of cleanliness around them by making “Hoga Saaf Pakistan” every Pakistani’s motivation and mantra. For instance, the intelligent integration atthe time of the toss was aimed at capturing even a sliver of attention so as to convey the key message while instilling a sense of responsibility with a fun flair.
In addition to reaching the masses through the TV screen to make “Saaf Pakistan”’ a reality, the campaign also encouraged the audience on-ground within matches to take responsibilityand maintain cleanliness. RB collaborated with the Lahore Waste Management Company (LWMC) to ensure “Clean Stadium Days” at Gaddafi Stadium, as they maintained proper waste management protocols to maximize the impact of the campaign and its key message in Lahore.In Karachi, the approach was to lead by example and take responsibility of your own waste where university students and professionals volunteered for Hoga Saaf Pakistan to properly dispose of their own garbage for others to follow suit in a similar manner.
Hoga Saaf Pakistan has been taking the lead in empowering the individuals of Pakistan in creating impact and encouraging a more community-led participation for a cleaner ecosystem. Underthis campaign, RB has been organizing various pro-environment activities such as massive cleanliness and plantation drives across the country while extensively educating school and university going students, expecting mothers and adults on cleanlinessand hygiene in both rural and urban areas.
Speaking about the initiative, Fahad Ashraf – Chief Executive and GM Health, RB Pakistan said, “RB is fully committed to ensure healthier lives and happier homes for fellow Pakistanis and wewill continue to lead and support such initiatives for a healthier and cleaner Pakistan. Partnering with PSL was a move to extend our mission of ‘Hoga Saaf Pakistan’ to millions of Pakistanis. We have a calendar full of ‘Hoga Saaf Pakistan’ activities throughoutthe year to continue reminding all of us that keeping ourselves, our homes and our neighbourhoods clean is the responsibility of each & every Pakistani. While the journey of PSL 2018 has ended here, ours has just begun!”
