Why Reckitt Wants To Use Digital To Break The Chain Of Infection
18 Jun, 2021
Dettol-maker Reckitt is looking to digital innovation + a £20k MAD//Fest London pitch brief so it can more effectively tackle global health + social issues.
Reckitt is looking for startups and entrepreneurs who can support the company’s mission to protect people from illness and establish better hygiene practices at MAD//Fest London on 7-8 July.
Reckitt, whose brands include Dettol and Lysol, is seeking “partners who can help us harness the power of digital and social technology to find new ways to educate consumers on how to keep themselves and their loved ones illness-free”.
The challenge brief from Reckitt has been provided for MAD//Fest London’s ‘House of Innovation: PITCH//IT' initiative - a series of pitches where emerging start-ups and scale-ups will be addressing brand challenges and competing for £20k pilots in partnership with Co:Cubed. The other briefs have been provided by Pizza Hut, M&S and Diageo.
The global COVID-19 pandemic has put Reckitt’s role in tackling illness and improving hygiene into sharp focus. Reckitt is one of the world’s top global advertisers and the PITCH//IT brief is designed to explore how digital and social media innovation can “help break the chain of infection”.
“The coronavirus pandemic continues to affect millions of lives, making hygiene a number one priority for many of us. At Reckitt we have a mission to protect, health and nurture in the relentless pursuit of a cleaner, healthier world. We believe collaborating with cutting-edge start-ups helps us to find new and innovative ways to engage with consumers on important social issues and make a bigger impact,” said Rakesh Narayana, Director of New Ventures at Reckitt.
Reckitt is embarking on a major drive to bring new innovation into the business and already collaborates with several start-ups such as Up.co, who provide a network of sanitation stations in public spaces such as the London underground. Reckitt and Up.co’s Dettol sanitiser stations will be visible at this year’s MAD//Fest London, providing attendees at this year’s only in-person industry marketing festival with easy access to essential healthcare products.
“It’s fantastic to see global players like Reckitt step up their plans to collaborate with the start-up community and use innovation as a force for good by addressing global healthcare issues,” said Dan Brain, MAD//Fest London’s co-founder.
“You can see that there is a clear case for collaboration with Reckitt’s partnership with Up.co which promotes better protection in public spaces. We’re thrilled to bring to MAD//Fest both a fantastic challenge brief and an easy, convenient way for attendees to access hand sanitiser at the UK industry’s first in-person event since the pandemic.”
4,000 attendees are expected to attend MAD//Fest London and over 150 industry leaders will tackle 2021’s theme, ‘Where Do We Go From Here?’ Speakers include Broadcaster June Sarpong OBE, S4 Capital Executive Chairman Sir Martin Sorrell, Ogilvy Vice-chair Rory Sutherland, Dishoom co-founder Shamil Thakrar, Facebook VP EMEA Nicola Mendelsohn CBE and Resi Founder Alexandra Depledge MBE.