ECOVACS is bringing its global “Created for Ease” brand idea to the region with a more local, more human line: “Always in Your Corner”.
The campaign is aimed, quite explicitly, at the region’s unsung heroes, particularly those in the so-called “sandwich generation”. You know the type, because many of us either are one, live with one, or owe our sanity to one.
These are the people balancing careers, children, parents, routines, deadlines and domestic responsibilities, all without much ceremony. The campaign’s central argument is that perhaps they deserve to have someone, or something, in theirs too.
In Singapore, ECOVACS is putting that idea into practice through a partnership with Enabling Village, an integrated community space that supports caregivers of persons with disabilities by providing resources to help them manage responsibilities and improve their quality of life. As part of the campaign, ECOVACS will provide DEEBOT robotic vacuum cleaners to Enabling Village caregivers, with the aim of easing their burdens and freeing up more time for themselves.
To commemorate the collaboration, ECOVACS and Enabling Village have invited Yvette’s son, artist @Eli_lailai, to design exclusive merchandise. The initiative was made possible through I’mable Collective, an SG Enable initiative that supports persons with disabilities through training and employment opportunities in the creative sector.
The campaign will be amplified across several APAC markets, including Singapore, Australia, Vietnam, India, Thailand, Malaysia and Indonesia, using localised partnerships, community engagement and integrated storytelling.
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