On March 11, 2011, Japan experienced one of the greatest disasters in history: a 9.0 earthquake followed by devastating tsunamis that displaced 70,000 evacuees to shelters for weeks and months without running water, proper sewage or clean clothes.

While relief organisations cared for survival needs, we strove to address the profound need among survivors to feel clean, to feel normal, to feel hope for the future.

The agency went far beyond its calling to plan, build and operate a laundry centre to deliver freshly washed clothing to shelters; clothes washed with Ariel, a leading detergent known for delivering a 'fresh feeling of clean'.The role of PR was ultimately to motivate participation from the general public to support the continuation and expansion of the activity. However, due to the sensitive nature and hard reality of shelter life, it was imperative to thoroughly avoid commercialism or being seen as exploiting the situation. We carefully crafted our PR strategy to maintain the integrity of the relief effort and avoid any negative media or public backlash.Ultimately, the plan successfully delivered tangible results for the shelter victims and for the Ariel brand, with only positive coverage.

Immediately after the disaster on March 11th, we began the research and planning phase. It took just over 1 month to get support of shelters and local leaders, and to arrange the location and logistics of the Laundry Centre. On April 26th, we began Laundry Services.Local PR began in May, and then expanded nationally in June. Then, we introduced a 'like donation' program on Facebook encouraging user support by promising to wash 1 additional load for each 50 Likes, and following up with continual engagement to deepen involvement. At retail, we placed posters and displays announcing the donation plan by purchasing P&G products, a program lasting 10 weeks until August.The entire program wrapped up in October, and was executed according to plan at every stage. The biggest success was in achieving only positive reaction from the public, media, and evacuees, and avoiding any impression of exploitation.

Generated US$4,300,000 in free publicity on TV, in newspapers, and online.

Over 4,000 people showed support for the program on our Facebook page, which ranked 2nd in ‘engagement’ during the project period (Tribal Media). Most successful multi-product retail program in P&G Japan history with 16,834 retail stores nationwide participating and a 168% increase in sales of P&G products compared to the same 10-week period a year earlier.

Nearly 5,000 loads of laundry with as many as 22,000 items of clothing were washed, dried, folded and delivered by Ariel over the course of 6 months.

Clothes cleaned by Ariel were delivered to over 15 shelters throughout the disaster region.