In March 2019 Procter and Gamble, a global leader in consumer goods, retained Tell-Em PR to undertake a lobbying and advocacy campaign for one of its portfolio brand Always. The company faced increasing pressure from online activists that created and fueled a negative narrative around the brand. Through an online hashtag dubbed #MyAlwaysExperience, they alleged that the company distributes sub-standard products in an attempt to get the products banned by Kenya Bureau of Standards (KEBS)
Tell-Em PR developed a campaign to clear the false allegations and promote scientific integrity and highlight the importance of following the scientific processes in the evaluation of products. Immediate engagement of the media and briefings with Kenya Bureau of Standards (KEBS) officials, renowned gynecologists, the protagonists and influential female politicians were initial steps, while the development of Always information portal https://www.always.co.ke/ followed. By lobbying KEBS, we were able to get all Always products retested as part of the additional investigation against the set parameters and all products were found to be compliant with the standards. We also developed a holistic advocacy campaign to raise awareness of the Always variants. Activities included messaging and evidence building spearheaded by renowned gynecologists for outreach to traditional and specialized digital media through interviews and opinion pieces.
As a result of the campaign, Tell-Em PR and P&G succeeded in balancing the debate and ensured that P&G’s voice was heard and threats posed by the allegations online were quelled. Our strategy also involved the consolidation around Always customer needs. We launched new variants to cater to the varied needs of Kenyan women and as a result, the Always product portfolio remains protected. We also seeded and amplified conversations around menstrual health which for a long time has been a taboo subject in the country.