Brighter homes

In 2021, Ariel, part of Procter & Gamble (P&G), launched one of Romania’s most inspiring social impact campaigns: “Brighter Homes”, or locally known as “POD cu POD luminezi o casă”. In partnership with Carrefour and the environmental NGO ViitorPlus, the campaign set out to make a real difference—both by supporting isolated rural communities and by encouraging consumers to adopt greener habits at home.

The campaign focused on the remote Scărișoara village in Alba County, nestled in the Apuseni Mountains—an area without access to electricity. The idea was beautifully simple: for every pack of Ariel PODS bought at Carrefour, P&G contributed towards installing clean, sustainable lighting systems in the homes of people living in complete darkness.

At the same time, the campaign raised awareness among urban consumers about the importance of washing clothes at lower temperatures, promoting the habit of washing cold to reduce energy consumption and environmental impact.

“Brighter Homes” had two clear goals:

• Social Impact: bring light and dignity to households living without electricity.

• Environmental Impact: motivate consumers to change a small everyday habit—washing cold—and reduce their personal energy footprint.

Every purchase turned into real help for real people while also nudging consumers towards more sustainable daily choices.

Recognition and awards

The campaign was widely celebrated by both the public and industry professionals:

• It won multiple Gold and Silver trophies at Romania’s PR Awards and the Gala Societății Civile (Civil Society Gala).

• Internationally, it was recognized with a prestigious Gold SABRE Award.

• The project was highlighted in CSR showcases and marketing conferences as an example of meaningful, results-driven communication.

Why this campaign mattered

“Brighter Homes” wasn’t just another brand campaign. It was a life-changing initiative for communities left in the dark, and a reminder that big brands can drive real local impact when they combine creativity with purpose. It was proof that music, storytelling, and social commitment can turn an everyday product into a force for good.