Lifebuoy
Campaign details
Brand: Mindshare Indonesia / LifebuoyAgency: Opera MediaworksCategory: Social Impact / Not For ProfitRegion: APAC
Objective
Within markets like Indonesia, handwashing as a category is relatively low. Lifebuoy's sole aim was to inculcate the practice of handwashing deeply amongst mothers & children. This simple act of handwashing has the potential to reduce incidents of Diarrhea and respiratory infection.
To raise awareness of handwashing with soap as a key approach to disease prevention, Lifebuoy Indonesia built a campaign targeted at mothers across the country. The first challenge was to get maximum reach,...