Lenzing’s Veocel brand on Thursday announced the launch of the “Veocel cares for the future” initiative that debuted globally and regionally on June 5, World Environment Day 2022.
As the start of a dedicated consumer education and engagement program, the campaign features a series of tailored activities in Europe, the U.S. and Asia. Aimed at inspiring and engaging communities to care for the environment, the initiative utilizes social media channels and content to inspire, educate and empower consumers to play a bigger role in caring for the planet and building a better future for the next generations.
“At Veocel, our care transcends boundaries, from our children and families to the wider community, our environment and our planet,” said Monique Buch, vice president of the global nonwovens business at Lenzing. “Our new global campaign is all about broadening what care means at each stage of one’s life, from couples to newlyweds and young parents. We hope that our collaboration with environmental advocates will empower consumers from different parts of the world to join us in caring for the environment and sharing their stories to inspire others. Every action counts toward building a better future.”
In Asia, environmental activist and singer Chet Lam kicked off the campaign with a specially curated “#IDo Pledge” that represents a life-long commitment to caring for nature and protecting the environment. This social media initiative will feature young influencers across Asia who are experiencing key milestones in their lives, from getting married to having children, across China, Taiwan, Japan, South Korea, Indonesia and Thailand, who want to empower their generation to care for the future.
The Veocel brand’s first global brand ambassador, @valerialipovetsky, is a public figure, business owner and mother of three. She will take her 1.9 million Instagram followers on an educational journey with Veocel to discover how to live more sustainably and learn how the love she has for her children drives her care for the future.
Across the U.S. and Europe, environmentally driven influencers Eva Klaus, Müge Boz and Heather Goodman will kick off the #sharehowyoucare challenge and encourage their followers to comment real life examples of how they care for the environment.
The “Veocel cares for the future” initiative is conducted in collaboration with Veocel’s longtime partner One Tree Planted, where social media users all over the world will be able to contribute to global reforestation efforts and enable positive change for the planet by commenting on the influencers’ posts.
“Caring for the environment also transcends to caring for future generations,” Buch added. “Later this year, the ‘Veocel cares for the future’ campaign will be dedicated to the development of educational content and school programs around sustainable lifestyle knowledge targeted at children.”