Panasonic Rakan Bersih Ceria: Making an impact where no one would.

8. Brand Experience & Activation Kancils [8.13 Kancil for Good: Brand Experience & Activation]

Links:

Product/Service:

Panasonic Bidet

Client:

Panasonic Malaysia & Education Ministry

Brief:

In a business landscape that increasingly demands sustainability, how does a corporation stand out in the cluttered CSR environment? A key emerging social issue provided the opportunity to do so - the problem of dirty toilets in schools. The statistics are damning – among others, 1 in 3 schoolchildren reported negative physical response as a consequence of avoiding school toilets, ranging from skipping meals to soiling themselves and losing concentration in class (https://www.sinchew.com.my/20230606/malaysian-school-toilets-need-a-reset/). Plus, the cost of refurbishing school toilets is high, amounting to over RM650 million in 2023 alone (https://bernama.com/en/news.php?id=2276902. How can Panasonic leverage this opportunity to create a unique social impact that stands out?

Solution:

The solution is by thinking out of the box. While conventional wisdom says the dirty school toilet issue is an awareness problem, Panasonic realized that it is also a behavioral problem. Raising awareness is not enough if schoolchildren are not provided with the tools they need to affect positive behavioral change. And thus, the Panasonic Rakan Bersih Ceria CSR campaign was born to help the Ministry of Education address this pressing issue. With the cute Bidet Patrol mascot as the face of the campaign, the effort employs a 2-pronged approach within a limited budget. First, communicate the importance of good toilet etiquette through collaterals and activation sessions at minimal cost. Then use the lion's share of the budget to install over 300 Panasonic bidet products in 25 schools to give the schoolchildren the means to positively change their behavior.

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