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Outdoor
Cif: Hello Beautiful Neighbourhood, 1
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Cif and MullenLowe are launching their purpose-led campaign that restores beauty to our local communities and neighbourhoods. Cif's brand mission is to spread the happiness we feel when we see our world, our homes and our communities looking their beautiful best. Living in environments that have become ugly and dirty has been shown to breed a feeling of demotivation, unease and unhappiness; whereas a beautiful, clean environment has a profoundly positive effect on our well-being. Cif hopes that by restoring beauty to our surroundings, this will in turn improve people’s well-being, lower our stress levels and put smiles on all our faces. This is why Cif and MullenLowe, working with social enterprise Semble and local community groups have taken to the streets of Portslade, near Brighton and Hackney in London to clean up local communities and improve people’s happiness and well-being. The films show the volunteers in their local community talking about the importance of restoring derelict and unloved areas while cleaning Portslade Cattle Tunnel in Brighton and the River Lea towpath in Hackney, London. Seeing the smiles on everyone’s faces as the previously ugly and derelict areas were transformed into clean, beautiful spaces, is a testament to the positive impact our surroundings have on our happiness and well-being. The community group partners are Friends of Vale Park in Brighton and The Hackney Canal Tow Path group. Media is being handled by Mindshare and launches with social and YouTube support.
Global Business Director: Liann Al Chami Related
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