Lifebuoy: Purpose

Lifebuoy, a soap brand, launched a campaign in the Middle East and North Africa during the Covid-19 pandemic to encourage handwashing.

Campaign details

Brand: LifebuoyBrand owner: UnileverEntrant company: Magna Global, DubaiMarket: Middle East & AfricaSector: Bath toiletries, soapsMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Product sampling, Radio & audio, Search marketing, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

As a response to the global COVID-19 pandemic, Lifebuoy ran the world's largest behavior change program to encourage hand washing behavior. Our core objective was spreading awareness: using soap was what mattered, no matter the brand, even if it was our closest competitor....

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