P&G launches campaign in partnership with In Kind Direct to demonstrate the power of #ComfortsofHome

Thursday, June 28, 2018 3:18 pm BST


Yesterday, we launched a new series of short films as part of a new UK campaign to showcase our 16-year partnership with In Kind Direct, the UK’s leading charity in product redistribution.

P&G’s #ComfortsofHome campaign explores the key role having access to everyday essentials plays for charities across the UK to help them support their beneficiaries. Long before families and individuals go to a foodbank, many have had to give up essentials such as toothpaste, sanitary products or detergents. When someone cannot afford to maintain basic personal hygiene, this can have dramatic consequences on self-esteem, access to work and someone’s place in society.

The three short films showcase the role P&G has played in providing quality branded products to help charities tackle hygiene poverty and offer back dignity to those in need. The campaign features two charity case studies, Baron’s Court Project in Hammersmith, London and StreetScene in Bournemouth – two longstanding beneficiaries of P&G donations.

Founded in 1997 by HRH The Prince of Wales, In Kind Direct distributes consumer goods donated by companies to UK charities working in the UK and overseas. The charity works with not-for-profit organisations and companies to help ensure that everyone has access to life's essentials and that no usable product goes to waste. 

Since partnering with In Kind Direct in 2002, P&G has donated over £45 million worth of products, which has supported over 5,800 grassroots charities to reach over an estimated 2 million people.

Commenting on the campaign, Robin Boles LVO, CEO, In Kind Direct said: “Over the last 16 years’ donations of high quality, branded products from P&G to In Kind Direct have benefited thousands of UK charities and not for profit groups working at home and abroad. This campaign is recognition of the outstanding support that P&G has provided and reflects the positive impact that the partnership has had, and continues to have, in disadvantaged communities around the UK and overseas.”

On P&G’s longstanding relationship with In Kind Direct and the launch of #ComfortsofHome,Tom Moody, Vice President and Managing Director of P&G Northern Europe said: “In Kind Direct are doing some incredible work across the country. It would be impossible for us at P&G to work with all the different charities that there are in the UK, so In Kind Direct enables us help all those smaller charities to make an impactful difference to people’s lives across the country.”

Follow @PGUK on Twitter and #ComfortsofHome for more information on P&G’s partnership with In Kind Direct as well as examples of how grassroots charities have benefitted from P&G’s product donations.

Our commitment to Citizenship is supported by our Purpose, Values and Principles. They are the foundation on which P&G was built, and they have been our guiding force for over 180 years. We aspire to build a better world for all of us - inside and outside of P&G - free from gender bias, with equal voice and equal representation.  P&G continues to be a leader in environmental sustainability and we have been incorporating it into our way of doing business for decades.

Read about our commitment to Citizenship in Northern Europe. P&G makes an impact in communities around the world through our people, our family of brands and our partners by delivering the comforts of home, health and hygiene and specifically here in the UK & Ireland through our charitable efforts and #CommunityMatters programme, which supports projects and charities that align with P&G’s mission to be a force for good, and a force for growth.

Learn more about P&G UK and Ireland, our family of Brands and our Citizenship programmes… www.pg.co.uk