Yuhan-Kimberly engaging consumers by stepping up social responsibility

Models promote Yuhan-Kimberly's campaign, in which 10 masks were donated to delivery workers and bus drivers for every social media post showing participants wearing masks. Courtesy of Yuhan-Kimberly

By Kim Bo-eun

Personal care manufacturer Yuhan-Kimberly is stepping up efforts to engage customers by continuing to be a socially responsible company.

Last month, it launched a campaign in which participants upload photos wearing masks. Yuhan-Kimberly decided to donate 10 masks to delivery workers and bus drivers for every participant, setting aside a total of 100,000 masks for that purpose.

The company said that the campaign was designed to raise awareness about the importance of wearing masks amid the COVID-19 pandemic.

Yuhan-Kimberly also hosted an event in which it donated menstrual pads after reaching its viewership target for a live session.

The company earlier pledged to donate 100,000 pads if the show managed to attract 100,000 viewers. More than 150,000 viewers joined the show.

This pledge enabled a 250-percent increase in the sales of pads, from sales generated through a live show held a month earlier.

Earlier, Yuhan-Kimberly held another menstrual pad donation campaign, which garnered 170,000 supporters and 1,098 donors.

The company has been donating 1 million pads to underprivileged women and teenagers every year since 2016. It has donated 6.17 million pads so far.

"It appears that trust has been built up between Yuhan-Kimberly and consumers, as we have continued to host campaigns that seek to show our sincerity," an official in charge of corporate social responsibility (CSR) at the company said.

"We will continue efforts to exert a good influence on society through donations to which consumers can relate."

Yuhan-Kimberly has been leading the corporate social responsibility movement. It is known for its campaign in which it has planted and cared for 54 million trees since 1984.

The company was set up in 1970 as a joint venture between U.S.―based Kimberly-Clark and the Korean pharmaceutical firm, Yuhan Corporation. Among its products are: Huggies baby diapers, menstrual pads and Kleenex tissues.