SC Johnson Professional was preparing to launch its Proline WAVE Soap Dispenser in France. Made from 70 percent recycled coastal plastic, the product was designed to support better hygiene and reduce plastic waste. The challenge was to go beyond product promotion and instead create a movement that would educate, inspire, and drive measurable environmental action.
Creating a Movement for Sustainable Handwashing
Challenge
Solution
We developed Creating Waves Together, a multichannel campaign built to engage audiences across digital, social, press, and on-the-ground channels. The idea was simple: every Proline WAVE dispenser installed helps keep plastic out of the ocean and every customer is part of that change.
The campaign was educational. Social media content, videos, and behind-the-scenes stories explained the environmental impact of plastic waste and how the dispenser contributes to a circular economy. We created content in both English and French, developed a strong visual identity, and launched with a clear call to action: join the movement and become a “Wave Creator.”
From there, we built touchpoints that encouraged action. A sustainability impact calculator helped users visualise the difference they could make. Press coverage and downloadable whitepapers added credibility.
Impact
The multichannel strategy brought visibility and results. The campaign reached business decision-makers across social media, LinkedIn ads, email, and paid search. It also generated qualified leads through gated content and interactive tools, turning awareness into measurable interest and engagement.
Most importantly, the campaign helped position SC Johnson Professional as a leader in sustainability within hygiene. Creating Waves Together turned individual purchases into collective action, connecting purpose to performance across public and private sectors.
