Lifebuoy: Purpose (Blis)

Lifebuoy, a soap brand, launched a public service campaign in Egypt to remind people that practising good hand hygiene and using any soap brand can help reduce the spread of infections, while reminding people to stay at home.

Campaign details

Brand: LifebuoyAgency: MagnaRegion: EMEA

Strategy

Objective

The main strategic objective for Unilever's Lifebuoy campaign was to increase brand awareness while delivering education around hand hygiene and a warning on the curfew across Egypt during the COVID-19 pandemic.

Lifebuoy, the world's number one hygiene soap brand, runs the world's largest behaviour change programme to encourage hand washing, to help achieve their brand goal to help one billion people around the world improve their hygiene behaviour by the end of 2020. In response to the global COVID pandemic and the government-imposed curfew, the brand has...

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