Campaign details

Brand: Lifebuoy
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

Lifebuoy has been protecting families around the globe for over 110 years. In keeping with this commitment to ensure the health and safety of consumers, the brand has consistently developed high quality and affordable products.

Yet, the brand found themselves facing a startling fact, young children across Indonesia were falling gravely ill due to infectious diseases such as pneumonia and diarrhoea. Lifebuoy knew that these diseases could be prevented by the adoption of a few simple hygiene practices.

As the first line of defence for mothers against sickness and disease, the brand knew it was time to shake things up. It wasn't enough to simply make great products, but it was time to develop an innovative solution which aided mothers in taking truly preventive measures as opposed to simply reactive ones.

Target Audience