Lifebuoy: Delivering hygiene one meal at a time

Lifebuoy, a soap brand, launched a campaign in India to build relevance and increase penetration for the brand's liquid hand wash by bringing behavioural change in hand hygiene by reaching consumers at the moment of truth.

The communication goal

Lifebuoy Liquid Handwash, faced the challenge of educating people on the importance of washing hands before eating meals. Despite heavy media investments, the household penetration of Lifebuoy liquid handwash was a mere 7%. This slow growth was attributed to the challenge of breaking consumer inertia towards washing hands. We had to build relevance and increase penetration for Lifebuoy liquid handwash by bringing a behavioral change in hand hygiene by reaching consumers at the moment of truth i.e. right before eating.

COVID-19 catastrophe made washing hands mandatory as per WHO guidelines. There was a global emergency to create...

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