About the campaign

Why prefer 30°?

Did you know that the average wash temperature in Europe is 41°? Washing at 30°, or simply lowering machine temperatures, has many benefits: next to getting excellent cleaning results it helps fight climate change and protect the environment, it’s good for people’s clothes and their electricity bills.The “I prefer 30°” campaign is an initiative of the detergent industry that aims to raise awareness for these benefits and get consumers to lower their wash temperatures. The campaign calls on all industry players and related partners, to help spread the word. Want to know more?

To view a two minute video of the campaign launch event please click here

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Help spread the "I prefer 30°" message

“I prefer 30°” is a campaign that wants to group all stakeholders in and around the laundry detergent industry behind one single message: “I prefer 30°”. Led by A.I.S.E. and its members, in coordination with its national associations in the concerned countries, this detergent industry campaign aims at driving the average wash temperature of laundry washing down. This unique multi-stakeholder campaign is open to a large group of partners including detergent companies but also the fashion/textile industry, retailers, appliance manufacturers, and other interested stakeholders. The more partners that get on board, the stronger the message will be.

So join in!

Latest news

17Dec
Campaign wave 2 close-out report published

A.I.S.E. has published the Close-out report of wave 2 of the I prefer 30° campaign. Activities during Wave 2 took place in 2016-2017 in France and Belgium. The close-out report has several annexes with details on the online engagement via social media, the media coverage, and the face-to-face engagement with shoppers and the general public in capital cities, promoting low temperature washing. Although the activation period of this campaign is now officially over, this webportal remains a source of inspiration for all stakeholders: industry sponsors, partners and consumers, to remain focussed on long-term change to more sustainable washing habits, opting for lower temperature washing! Download the report

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Keep up to date

The “I prefer 30°” campaign (Wave 1) has been rolled out to consumers from January 2014 to October 2014 with a number of exciting events. The campaign is being extended for the period January-December 2016 (Wave 2). Partners can continue to get involved and promote the campaign through their own communication channels and make optimal use of the toolkit.  

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Our key markets

A.I.S.E., through detergent companies, has been running a consumer engagement campaign to promote low temperature washing. The campaign is being run in 2016 in the following countries, with the support of A.I.S.E.’s national associations:
Belgium (DETIC/Essencia), Denmark (SPT), France (Afise) and United Kingdom (UKCPI).

EC's climate campaigns

At the end of 2012, the European Commission launched their campaign “A world you like, with a climate you like” which aims at promoting climate friendly solutions to consumers, whilst keeping the same quality of life. The “I prefer 30°” campaign is based on the same spirit and values and wants to help build a world you like.

Project Description wave 2

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Partnership possibilities

Are you interested in becoming a partner of the “ I prefer 30° ” campaign? Together, we can raise consumers’ awareness on the environmental benefits of washing at the lowest possible temperature. There are a few different ways you can be involved. But first, you must determine what type of partner you are – Core Campaign Leader, Gold Partner, Corporate Supporter or Institutional Partner. Below is an explanation of each.  

Core Campaign Leaders

Are you a household laundry detergent company (manufacturer or private label distributor) in one of our 4 markets, whether a member or not of A.I.S.E. or its national association(s)? If your answer is positive, then you will be one of the main supporters of our campaign.

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Gold Partners

Are you a company that is in any way related to doing the laundry? For example are you an appliance manufacturer/retailer, a fashion brand company/retailer, a textile manufacturer industry/retailer (excluding chemicals) in one of our 4 key markets? Your contribution can help us successfully reach consumers.

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Institutional Supporters

Are you an organisation such as a consumer or environmental NGO, academia or a national energy agency? Your visible support of the “I prefer 30°” campaign will help raise awareness and educate consumers.

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Corporate Supporters

Are you a business to business company close to the laundry industry (eg supplier)? You see the benefits of this low temperature campaign and want to support the detergent industry? You can become a partner too!

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Become a partner

Here is how

1° What type of partner are you?

Indicate your partnership type: Core Campaign Leader, Gold Partner, Corporate Supporter or Institutional Supporter.

2° Fill in the commitment letter 

Fill in the commitment letter for your partnership type. Download the form here. For certain partners a confirmation by email is sufficient. 

3° Send us one copy 

After filling in the commitment letter, send it to the A.I.S.E. office at the address below. You will then receive confirmation of your partnership and password protected access to your campaign toolkit.

Join the growing number of companies and organisations that endorse the “I prefer 30°” message. The more partners we are behind the message, the more chances the campaign will be successful, and thus, to help reduce the average wash temperature in Europe. Our collaborative success depends on you.

Act now and join us for this campaign! Here’s how:

Partners

In this section you will find out about partners on board spreading the "I prefer 30° campaign message. You could also be here by joining the movement! 

Corporate Supporters

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Initiative of the detergent industry.