Get Dirty To Save Earth's Skin

Red Consultancy

Client: Weleda

Soil health is critical but not often discussed. A third of the world’s soil is degraded, threatening global food supplies, causing species extinction and increasing carbon emissions.

Weleda, the original green beauty brand, tasked Red Consultancy to raise awareness of the issue and encourage consumers to join them in becoming activists for healthy soil. Our solution: the simple, clever analogy of soil as the ‘skin of the earth’ and treating soil as you would your own skin. The resulting campaign – which saw Red Consultancy develop a global comms strategy and suite of assets for use across 40+ markets as well as roll out the UK campaign - delivered widespread editorial and social buzz that ultimately helped increase sales of Weleda’s soil-friendly products which in turn funds soil health initiatives.