Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: Mindshare
Country: Vietnam
Industries: Laundry products
Media channels: Online display, Social media, Websites & microsites
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.

Fabric detergent brand OMO decided to build on its 'Dirt is Good' philosophy and take up the cause, building professional 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.