Procter & Gamble: A campaign that matters #WeTurnDown

Ariel, a laundry detergent brand, and WWF, an NGO focused on wilderness preservation, launched the #WeTurnDown campaign, aiming to reduce laundry washing temperatures in Germany by 1°C annually over three years in order to mitigate climate change.

A Campaign That Matters: #WeTurnDown


A three-year campaign to turn down the average washing temperature in Germany to protect the climate.

Goals & Strategy

P&G commissioned the Ket-chum agency group to design a high-profile and media-relevant campaign for Ariel's #WeTurnDown initiative in cooperation with the WWF. The goal is to design and implement a campaign lasting 3 years (September 2022-2025), including a media-focused kick-off. The aim was to clearly show how easy it is to wash laundry in a climate-friendly and hygienic way.

So, Ariel and WWF came together for a 3-year partnership to show people that they can...

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