Campaign details

Brand: OMO
Brand owner: Unilever
Agency: Mindshare Vietnam, Click Media
Country: Vietnam
Industry: Laundry products
Media channels: Mobile & apps, Social media
Budget: Up to 500k

Executive summary

Vietnam is a country of rivers, and while its waterways are essential to its prosperity, they are also a major cause of concern. Every year, more than 2,000 drowning incidents are recorded in Vietnam, and most of them are children.

The number of drowning incidents in the Mekong Delta and Red River Delta regions is high, mainly because only 35% of the children in these regions know how to swim.

Global laundry brand OMO – which encourages outdoor play with its 'Dirt is Good' philosophy – decided to take up the cause and build swimming pools in public schools located in provinces where the number of drowning incidents is high. This sparked a campaign which would eventually change children's lives.