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

discover the campaign toolkit

Partners

This campaign is not currently active. A large number of companies and organisations endorsed the “I prefer 30°” message. In this section you will find the partners who spread the low temperature campaign message.  

Corporate Supporters

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Initiative of the detergent industry.