Launching today (20 November) in five markets including the united kingdom, the campaign revolves around a movie, created by Ogilvy London and David Latin America, that aims to inspire people to work out the long run in a more positive light. The project is informed by new research commissioned by Unilever that shows children are key to motivating adults to adopt a more sustainable lifestyle.

There is usually an internet hub that showcases stories behind Unilever’s brands, reminiscent of Lifebuoy soap that enhances hand cleanliness in Asia, Africa and Latin America. Unilever may also be sharing content on YouTube, Facebook and Twitter, inviting people to affix the conversation and share ways that they’re changing their behaviour under the hashtag #brightfuture, in addition launching a print campaign.

Speaking to Marketing Week, Unilever’s senior vice chairman of selling, Marc Mathieu, said the campaign chose to take advantage of the Unilever brand, in place of its product brands, because it aims to construct brand trust and establish a mark for sustainable living. It also goes back to Unilever’s roots, with William Lever founding the corporate with its first brand, Sunlight soap, keen on making basic health and cleanliness commonplace, he added.

“This is set having a broader ambition and purpose for the corporate. We wish to establish an umbrella platform that shows all Unilever brands which have contributed to creating the area better,” he said.

Unilever is operating with Save the youngsters, UNICEF and the realm Food Programme at the initiative. As element of the launch, it’ll create 2 million “acts of sunshine”, providing children with school meals; clean, safe drinking water and improved hygiene.