In 2013, 6.6million children under-5 died, largely due to preventable causes. That’s the equivalent of 60 aircrafts full of children crashing every day! What’s more shocking is that pneumonia and diarrhoea, leading causes for 2million of these deaths, are preventable through the simple act of handwashing with soap.
Lifebuoy created ‘Help A Child Reach 5’, a social movement, to save children's lives by building awareness and changing handwashing habits. In 2013, Lifebuoy adopted Thesgora, a village in India, and dramatically reduced diarrheal incidences from 36% to 5% by changing children’s handwashing habits. In 2014 we took our life-saving mission to Bitobe, Indonesia.
Over 2 years, the unifying idea of the emotional power of a child not living to the age of 5 was built and communicated, and its impact magnified through the recruitment of external partners.
To date the campaign has collectively realised 39million views and empowered millions worldwide to #helpachildreach5 and garnered millions of dollars in support from external donors.