JDO Promotes A Clean Call To Action

by Shawn Binder on 02/10/2021 | 3 Minute Read

Soap is a line of hygiene products produced and designed by JDO Brand Design and Innovation. Taking into account the amount of damage the pandemic has caused for businesses, families, and individuals alike, JDO has chosen to take action and kickstart a movement that involves promoting the importance of personal hygiene and making products accessible to those who have little to no disposable income. 


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JDO is using its creativity as a force for good to shine a light on hygiene poverty. As the pandemic took its toll across the nation and the world, many of us were swept into poverty. The numbers are simply staggering - over 14 million people in the UK, including more than a quarter of our children, are suffering from scarcity. Too many of us have been forced to prioritise how we spend our limited funds and, for a third of us, that means making the difficult choice to go without basic hygiene essentials. Being caught in a situation like this can have a long-lasting negative impact on peoples’ wellbeing and on our society as a whole.

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Inspired by the belief that hygiene poverty is a problem that we can tackle together, JDO has created a personal care concept called >Soap. It is an ethically-sourced soap brand that illustrates how, as a society, we are greater than hygiene poverty. >Soap advocates change through community, cleanliness and compassion. With simple elegance and ethical materials, the design for >Soap features a powerful die-cut of a greater-than sign, boldly highlighting the brand’s cause. The outer packaging is made with 100% recycled card, and the soap itself is wrapped in luxurious paper printed and designed with a gold-leaf pattern of abstract soap lather.

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A balance of sophistication and sustainability reinforces the brand’s overall belief that hygiene is linked to the wellbeing of people, and how it should be available to all. “By taking a premium approach to convey the brand’s purpose, the design for >Soap highlights how feeling clean should not be a privilege and that everyone is entitled to dignity,” comments Fiona Florence, Managing Director at JDO. “In breaking down the barriers between us and them, >Soap communicates that we are all in this together and that together, we can achieve more. Ultimately, it’s more than a bar of soap - it’s about how we take care of each other.”

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>Soap is not about hope, it is about action. This past Christmas, JDO donated their 2020 Christmas fund to The Hygiene Bank here in the UK as well as The Right to Shower in the US.  This is only the beginning of their commitment to empowering and uniting people to fight hygiene poverty. Not only is the agency looking to produce >Soap, but JDO hopes to collaborate with influencers within the creative industry to raise awareness of the cause throughout 2021 and beyond.

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