Essity – Breaking Barriers to Well-being
LinkedIn thought leadership
Essity is a global health and hygiene company working to improve human well-being. As part of their efforts to position themselves as thought leaders in destigmatising hygiene and health, I wrote a series of LinkedIn articles with their Vice President of Group Communications. They would often be published on commemorative days like Menstrual Hygiene Day or World Lymphoedema Day and talk about the work Essity does in each respective area.
B2B communication
B2B communication
The LinkedIn articles were targeted toward a B2B audience of investors, policymakers and customers. This meant that the article had to be to-the-point, while still maintaining a personal tone of voice with a human angle.
Essity also needs to remain politically neutral, while staying relevant to its audience. So, we would use statistics from the company’s own research as talking points. Then to humanise the content, I would research the current public discourse around the topic to find a engaging, meaty angle.
Essity Essentials Survey 2020
“42% of women have refrained from going to school or work because of menstruation.”
Partnerships
These articles were also a good opportunity to highlight the work that Essity was doing in collaboration with organisations like UNICEF and the UN Foundation.
