Now Unilever's Vaseline brand and its agency BBH New York are expanding the Vaseline Healing Project to raise awareness about the need for more medical supplies and to let people know Vaseline does more than just treat dry lips and cuts.
This project has dual benefits. First, it gets people talking and thinking about Vaseline. It is hard to break through the clutter with a 140-year-old product. Second, the project sponsors international dermatological missions across the world. Last year, for instance, the initiative treated more than 1,000 patients a week in Jordan.
Previously, the team has traveled to the Philippines to treat people for free after Typhoon Haiyan and to a rural community in Kenya, where many patients had the opportunity to receive dermatological care for the first time in their lives. In 2016, missions will be held in India, South Africa and Nepal.
To help boost visibility for this initiative, Vaseline is debuting a promotional video shot on location during a mission in the Philippines and Kenya. Featuring the voice of actress Viola Davis, the clip has garnered more than 502,838 views in about one week.
Vaseline and BBH have also created a short film titled Not So Ordinary appearing on Vaseline's Web site to show the impact of its advocacy missions and how its products can change people's lives. The campaign is releasing an online map that tracks and displays where Project organizers are providing care.
Meanwhile, Americans are invited to visit Vaseline.us/
Throughout 2016, every Vaseline lotion or jelly purchase will benefit Direct Relief, an international medical aid organization that provides care and medical supplies, including Vaseline products.
Ricardo Pimenta, global vice president, Vaseline, stated: "Living in overcrowded communities with exposure to the elements can lead to extremely dry and cracked skin, cuts or burns that become much bigger problems when left untreated.
"Through our partnership with Direct Relief, we are donating Vaseline products and sponsoring dermatologists with an aim to bring healing to 5 million people living in vulnerable conditions by 2020."
BBH New York has worked with Vaseline for more than 10 years.