Lifebuoy: Help a Child Reach 5

This case study explains how Unilever's soap brand Lifebuoy used a hand hygiene message to save lives and increase sales in India.

Lifebuoy: 'Help a Child Reach 5'

Principal authors: Saji Abraham and Varsha Chawda, Lowe Lintas + Partners; Jane Dorsett, Lowe CounselContributing authors: John Gamvros, PHD; Christopher Bell, Sapient Nitro

Introduction

This paper is about bringing a 100 year old secret out into the open. Lifebuoy the brand was born in Victorian England during the cholera outbreak. It was made with carbolic acid so that infections could be prevented and through hygiene, save lives. This mission underlines its name, its early logos and a steady stream of its activities ever since. However, over the years Lifebuoy the soap...

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