“In His Shoes” - Empowering Change Through Hygiene: Tackling the Hidden Crisis of Hygiene Poverty

About This Project

Summary

Over 5 million Italians face hygiene poverty, lacking access to basic products and facing stigma and exclusion. Dixan (Henkel’s washing machine detergent), in partnership with CESVI, a leading humanitarian NGO, launched “In His Shoes,” a campaign featuring Italy’s first Hygiene Poverty Observatory and a powerful short film. By blending data and storytelling, the initiative exposed hidden barriers, mobilizing the public, media and institutions for dignity and inclusion.

Goals & Objectives

Harness the emotional impact of the short film to raise awareness on hygiene poverty and its social, moral, psychological and economic consequences. Foster empathy, dismantle stigma and drive public and institutional action-embodying Dixan’s claim “To Always Give One’s Own Best.”

Results & Impact

Dixan was the first to break the silence on hygiene poverty in Italy, making an invisible crisis visible. The short film reached 20M on Meta, 3M+ on YouTube and 725K in cinemas, sparking national debate, media coverage and inspiring public and institutional action.