Lifebuoy: Mother Power
Brand owner: Unilever
Agency: Lowe Asia Pacific
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
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.