Campaign details

Brand: Lifebuoy
Advertiser: Lifebuoy
Lead agency: MullenLowe Group Singapore and MullenLowe Lintas Group India
Category: Fast Moving Consumer Goods (FMCG)

Executive summary

Everyday 17,000 children die before their 5th birthday. These deaths can be prevented by the simple act of hand washing with soap. Lifebuoy's innovative 'Help A Child Reach Five' created big bang awareness by shining the spotlight on the issue globally and rallying government and NGO partners to support with resources for a bigger impact. Our sustained efforts from 2013 to 2016 got us tremendous results including over 20mn Euros in Donors and powerful partnerships that helped influence even policy vote at the United Nations to include hand washing as indicator in Sustainable Development Goals 2030.