Lifebuoy: H For Handwashing – How Lifebuoy made handwashing a lesson that no one forgets

Jonathan Nienaber, Poonam Raichura, Sharmine Panthaky

Soap brand Lifebuoy partnered with educators, NGOs and governments in 30 countries to inculcate the handwashing habit into children, through digital and on-ground activations.

Campaign details

Brand: Lifebuoy Brand owner: Unilever Entrant company: Lowe LintasIdea creation: MullenLowe Singapore Market: Global Sector: Bath toiletries, soaps Media channels: Social media, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

“Hand hygiene cannot be viewed as a temporary provision to manage COVID-19, but as a long-term priority that can address the burden of disease and support pandemic preparedness well into the future,” said Kelly Ann Naylor, Director, UNICEF Water, Sanitation, Hygiene (WASH).

Humanity’s problem: people tend to undermine the...

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