Sheets for Shirts is run by Royal Kidz, a non-profit organisation founded by Danolene Johanessen in 2013. The NPO seeks to restore dignity to children from impoverished communities by providing school uniforms and shoes. Marriott International’s involvement started when they offered support to Royal Kidz three years ago, as a Corporate Social Investment project.
As part of the communications strategy, our goal was to communicate the objectives of the initiative to targeted media titles while creating awareness around Marriott International properties and the affiliation with Protea Hotels by Marriott.
The Objectives & Approach
Drive consumer awareness for the unique Sheets For Shirts initiative and the involvement of several Marriott International properties as well as land the key message that Protea Hotels was acquired by Marriott International.
Drive consumer awareness for Marriott International’s sustainability initiatives with focus on current projects and future projects such as replacing all plastic laundry bags with sustainable linen laundry bags created by Restore SA.