This is the story of how the world’s largest hygiene and cleansing brand, Lifebuoy, developed a unique campaign to address the problem of the deadliest diseases afflicting the world’s poorest children.
Pneumonia and diarrhea account for 29% of global under-five child deaths, some 2.1 million children worldwide. Yet a vaccine, which could save over 600,000 lives per year, is readily available in every household – hand-washing with soap.
Our aim was to ensure that people – and children in particular – adopted this simple act of hand-washing with soap as a habit. The Global Hand-washing Day (October 15) was thus created to raise awareness and change behavior.
With research, we understood that when people are committed and made responsible, they are more likely to adopt new behavior. Our campaign therefore centered on the power of a ‘pledge’, our expression of commitment, and the focus of our creative strategy was to encourage participation by getting people to ‘Pledge to Save a Life’.
The campaign saw over 3 million ‘pledges’ in Indonesia from 2010 to 2012. Year-on-year, category sales showed significant uplifts post-campaign, with a disproportionate increase in Lifebuoy sales showing that people had acted specifically as a result of our Lifebuoy GHD campaign.
Against our primary objective, reducing child mortality, we estimate that for 2010 and 2011, the lives of 566 under-five children were saved by our campaign. A small beginning that is significant amongst those for whom hygiene is a matter of life and death.
CREDITS OF PEOPLE
Samir Singh, Global Brand Vice President, Unilever
Myriam Sidibe, Global Social Mission Director, Unilever
Rohit Bhasin, Global Brand Director, Unilever
Anusha Gupta, Global Brand Manager, Unilever
Anila Gopal, Unilever
Amer Jaleel, National Creative Director, Lowe Lintas & Partners
Virat Tandon, Business Head, Lowe Lintas & Partners
Saji Abraham, Executive Vice President, Lowe Lintas & Partners
Rohit Chatterjee, Associate VP, Lowe Lintas & Partners
Pooja Rawat, Sr Brand Planning Director, Lowe Lintas & Partners
Nisha Neurgaonkar, Sr Brand Service Manager, Lowe Lintas & Partners
Varsha Chawda, Vice President, Lowe Lintas & Partners
Sagar Kapoor, Group Creative Director, Lowe Lintas & Partners
Garima Khandelwal, Unit Creative Director, Lowe Lintas & Partners
Vinay Vinayak, Sr Vice President, Lowe Lintas & Partners
Kristine Go, Global Brand Manager, Unilever
Stacie June, Lifebuoy Global Social Mission Program Manager, Unilever