Unilever: H is for handwashing

Lifebuoy, a soap brand, launched a global campaign to raise awareness of handwashing, earn endorsements and coverage through social media, influence governments to drive systemic change and drive a key metric of consumer affinity.

Objectives

Lifebuoy's goal has been to futureproof the world against outbreaks of infectious diseases by promoting the preventive habit of handwashing with soap, in an affordable, effective, easy-to-implement and scalable way.

We understood that to transform handwashing from an 'emergency response' in a pandemic into a 'long-term commitment' would require consistent effort and investment over time. Our objectives for sustained habit change were:

Goal 1: Raise awareness in society and be visible at scale. Reach a million learners across the world.

Goal 2: Earn endorsements and coverage through social media. Gain endorsement and coverage from 50 key opinion...

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