Lifebuoy: Mother Power

Indraneel Guha

Campaign details

Brand owner: Unilever
Brand: Lifebuoy
Agency: Lowe Asia Pacific
Country: Vietnam
Channels used: Direct marketing, Internet - general, Internet - microsites, widgets, Public relations, Social media, Sponsorship - event or property, Word of mouth and viral
Media budget: Up to 500k

Executive summary

Why the agency needed to talk to another side of our consumers

70% of Vietnam do not practise proper hand washing. This leads to serious health problems like hand, foot and mouth disease and diarrhoea, which is especially fatal to children. Lifebuoy, the market leading brand in Vietnam, wanted to change that.

Challenge: 'This could never happen to me' syndrome

Mothers in Vietnam didn't really act on campaigns that promote hand washing because they believe it could never happen in their homes and to their children.