Lifebuoy: Grow selflessness in a selfish world

Hygiene brand Lifebuoy built on the core philosophy of its brand with its hair donation campaign for cancer patients in Indonesia.

Why is this work relevant for Strategy & Effectiveness?

This campaign built on a core strategy of our brand - Be on the frontline. We wanted to help those fighting the ultimate battle against an incurable disease. The campaign utilized mass awareness platforms to make audiences cognizant of a widely unknown mental implications of hair loss and took a step further by encouraging them to actively participate in alleviating the issue for those bearing the brunt of it.

Background

Situation

Hair loss, also known as alopecia, is a common side effect of chemotherapy. It can have a...

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Insights Team
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