# RJN Campaign Theme Reference (2026-03-20)

## Purpose
Capture the top thematic directions so leadership can pick 2-3 priorities without waiting for a long narrative document.

## Theme candidates
1. **FreshClean: concentrated sustainability** – Focus on how the powder saves water, reduces transport emissions, and makes safety teams look greener. Feed storylines into website hero copy, packaging, and case studies.
2. **SanitiserPlus: industrial bactericidal** – Highlight lab-tested germ kill, Odour™ neutralisation, and cleanroom compatibility for factories and healthcare. Pair with testimonials from QA leads and quick data snapshots.
3. **Water Stewardship: saving every drop** – Lean on the powder’s low-water usage to appeal to municipalities and facilities with strict water budgets. Tie to regulatory compliance messaging and the environmental angle from the brand guide ("Powder is the solution").

## Combinations for leadership to consider
- **FreshClean + Water Stewardship** (green/ESG first) – Good for sustainability-focused partners.
- **SanitiserPlus + FreshClean** (safety + multipurpose) – Works for facilities needing both disinfection and degreasing.
- **Three-theme rotation** – Rotate monthly features to keep storytelling fresh across channels (hero -> industrial -> ecosystem).

## Next step reminder
Once leadership chooses the preferred mix, we can map deliverables (case studies, email sequences, landing pages) to the selected pillars and begin legal checks on the sustainability claims.
