Right now, 550,000 people are experiencing homelessness and have limited or no access to the everyday services many of us take for granted, including a shower. The Right to Shower is working to fix that. Launched in March 2019, The Right To Shower is a new line of cleansers that uses its profits to provide showers and hygiene services for people experiencing homelessness. 

As a new start-up social enterprise within a large consumer goods conglomerate, The Right To Shower seeked WCPG’s support to create and execute a national and regional partnership strategy that would create non-traditional retail and sales opportunities, increase awareness for the brand and its mission, and build relationships with like minded mission-first brands and high-profile individuals.  

Strategy & Result:

WCPG has ideated, vetted, and implemented multiple partnerships for the brand, including:

• The World’s Big Sleep Out with Will Smith, Helen Mirren, and Chris Martin, an event in which people slept out in unison in backyards, hometowns, and iconic locations across the globe to create the world's largest display of solidarity with and support of those experiencing homelessness and displacement.

• A collaboration with American Express and their Centurion gifting program.

• A Thanksgiving donation-drive activation across key markets with participation from world-renowned chefs Andrew Zimmern, Esther Choi, and Ludo Lefebvre. 

• Participation in Brands x Better, a coalition of brands who have joined forces to offer support and foster stability to our communities as they navigate critical social issues.

• Distributing hygiene kits alongside brands such as Bombas, Schmidt’s, and Q-Tips to protect our unsheltered neighbors amidst the COVID-19 pandemic.

• A holiday activation with popstar Halsey and the nonprofit organization My Friend’s Place.

• A back-to-school campaign for children experiencing homelessness with support from former NFL player Steve Smith and his foundation.