The communication goal
Lifebuoy the world's No.l 'Germ Protection' promises 100% protection from disease causing germs through the simple act of handwashing.
India faces an ongoing crisis of maintaining basic personal hygiene amongst its large rural mass, the spread of infectious diseases like influenza & dysentery can easily be prevented through the simple act of hand washing.
Lifebuoy is on a mission to bring about habit change among rural populations through education & demonstration on the need for regular hand washing to avoid illness & disease.
Lifebuoy was looking to build awareness and grow mind measures for 'regular hand washing'.
The situation analysis
The Maha Kumbh at Prayagraj in 2019 was the largest religious congregation of its kind in the world, with a 110 million devotees visiting the 34 sq km Kumbh township over 45 days. With 80% of devotees coming from the rural hinterland of Uttar Pradesh, Bihar, Rajasthan & Madhya Pradesh, the situation was a tinderbox for infectious epidemics.