Finish to support farmers in drought via Coles and Rural Aid campaign

Reckitt’s Finish has launched a campaign to promote the Finish Water Waste Initiative for 2021.

For the campaign Finish has partnered with Rural Aid with the support of Coles, which recently released its own sustainability campaign.

In the 30 second spot, it shows people doing the dishes without rinsing them first. The spot ends with the explanation that for every in-store purchase at Coles of Finish Quantum Ultimate Pro from 1 September to 26 October, Finish will donate $1 towards water tanks for farmers in drought via Rural Aid.

Reckitt Hygiene regional director, Oliver Tatlow, said: “As global leaders in the household cleaning and hygiene category, we owe it to future generations to build a better, more sustainable Australia. Since the launch of the #FinishWaterWaste campaign and our ongoing partnerships with Coles and Rural Aid, we have delivered critical water supplies to rural communities in need.

“By pivoting our focus in 2021 to water security, we hope that our donations of water tanks will make a positive difference to Australian farmers and ensure they are provided with the resources to become drought resilient in the future.”

Coles general manager of non-food Jonathan Torr added: “We’re proud to partner with Finish and Rural Aid once again to support the next iteration of the #FinishWaterWaste initiative. Our ambition is to drive generational sustainability for the environment and communities we work in, and we want to continue encouraging Australians to save water to support drought affected communities now and into the future.”

Rural Aid CEO John Warlters commented: “The immediate outlook is vastly improved for large parts of the country off the back of good rain that fell earlier in the year. However, drought is still very real for many farming families and rural communities.”

“Through our continued partnership with Finish, Rural Aid has refilled empty tanks with precious drinking water and is now providing the infrastructure to help safeguard families into the future. Thanks to the ongoing support from Finish and Coles, donations will go a long way in helping to strengthen the drought resilience of farmers and rural communities across the country.”

This is the third year that Finish has run the Finish Water Waste campaign, having donated over 14 million litres of water to drought-affected Australians through its ongoing partnership with Rural Aid.

The campaign will be on both TV and socials. Part of the campaign also involves a bespoke micro-site.


Client: Finish, Reckitt Benckiser

Creative: Host/Havas

PR, Strategy, Social & Website and Media: DEC PR

Media: Zenith


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