Lifebuoy: Hackwashing

Rhea Jain

Soap brand, Lifebuoy, hacked people's existing hygiene routines to dramatically reduce infections at a religious festival in India.

Campaign details

Brand: LifebuoyBrand owner: Hindustan UnileverAgency: Geometry EncompassMarket: IndiaIndustries: Bath toiletries, soapsMedia channels: Direct marketingBudget: Up to 500k

Executive summary

This is a case of how one campaign alone contributed 5% to Lifebuoy's global mission for the year. Here’s where we started. More than 60% of Indians washed their hands with just water and no soap at all before eating and after using the toilet. (Source: India National Sample Survey, 2020).

This behaviour caused the spread of fatal diseases like cholera, diarrhoea, pneumonia and...

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