Lifebuoy: Purpose

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

Campaign details

Brand: LifebuoyAgency: MagnaRegion: EMEA

Strategy

Objective

Lifebuoy ran the world's largest behaviour change programme to encourage hand washing. In response to the global pandemic, the brand embarked on a public service campaign to remind people that hand hygiene and using any soap brand can help reduce the spread of infections in less than 48 hours from first news of the outbreak.

To do this, the brand launched a fully fledged campaign with the aim of reaching audiences both online and offline with the objective of reaching a large number of people to educate...

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