Lifebuoy: Future Child

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Campaign details

Brand: LifebuoyBrand Owner: UnileverLead Agency: MullenLowe Singapore, MullenLowe Lintas Group IndiaContributing Agency: MullenLowe SSP3 ColombiaCountry: IndiaIndustries: Bath toiletries, soapsMedia Channels: Cinema, Events & experiential, Online display, Online video, Public relations, Websites & micrositesBudget: 1 - 3 million

Executive Summary

What did it take Professor David Aaker to describe an idea as the 'best branded social program' in the world?

What did it take for the United Nations to include 'handwashing with soap' as a part of their Sustainable Development Goals for 2030?


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