Mar 18, 2016  Lisbon / Portugal

Partnership with Portuguese NGO

Going the X-TRA mile with clothing donations

The team behind Henkel’s recently-launched laundry product X-TRA No Sort (“Adeus a Separar”) wanted to make a difference for families and the community from the very beginning. And so they did – joining forces with the Portuguese non-governmental organization (NGO) Comunidade Vida e Paz to collect clothing donations and raise funds to help the needy.

Bouncy castle

The clothing donation boxes had a very visible positioning – right in front of the bouncy castle.

X-TRA No Sort

A glance at the colorful campaign flyer.

Partnering with the NGO, X-TRA hosted events in Portugal’s three biggest cities, Lisbon, Porto, and Coimbra. At the events, children could jump on a bouncy castle, draw and color in pictures, and meet the X-TRA fox, the brand’s mascot. Clothing donation boxes were available on site, and participants were encouraged to support Comunidade Vida e Paz.

Rebuilding lives

“This campaign helps us to rebuild lives,” said Joaquim Henrique, President of Comunidade Vida e Paz. “We currently provide support to about 500 people who are in a situation of homelessness and to socially vulnerable families. A big thanks to all those who support us.” The social campaign has been extended to Henkel’s offices in Portugal, where employees have been invited to donate to and help Comunidade Vida e Paz.

Launched in Portugal this year, Henkel’s laundry detergent X-TRA No Sort makes it possible to wash loads of colored laundry without sorting by color. The brand X-TRA has been available in the country since 2003.