The humble jar of Vaseline Jelly became a powerful force for global good. After 140 years on the bathroom shelf, Americans had forgotten just how powerful The Healing Power of Vaseline can be to heal skin. Our task: find a compelling demonstration of this Healing Power to catapult the brand back to relevance. The result: The Vaseline Healing Project, a social mission created in partnership with Direct Relief that has helped 1.8 million people globally and ignited a business turnaround.​​​​​​​
Vaseline is one of the essentials supplies that relief groups send into areas of crisis and disaster - where something as simple as a cut can turn into a serious problem. The Healing Project, is a partnership with Direct Relief to donate supplies and send much needed dermatologists on medical missions.  
Creatives: Mikio Bradley, Klara Lindberg.    Producer: Christina Carter
Not only was this one of the most effective CSR programs in Unilever's history, it was the most important project I have worked on in my life.  To document, we were able to join Healing Project missions to the rural Philippines and Kenya, meet their people and hear their stories. 
Vaseline donates product and doctors, but everyone can help in the effort.  Ads, content and social posts took people to our kit builder where you could add much needed supplies to a Direct Relief aid kit.  You could donate something as simple as a roll of gauze or an entire birthing kit.​​​​​​​
#wewillheal
The stories of the places that the Healing Project help, bring the program, it's need and impact to life.  Vaseline's robust social following was a great place to share these stories and engage people in the program.
2017 Silver Effie Winner in Personal Care, Finalist in Positive Change. 
Written up in the Harvard Business Review
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