Activation Campaign
Client Hindustan Unilever Pvt. Ltd.
Brand Lifebuoy Soaps
Agency Ogilvy & Mather Pvt. Ltd.
Brief Every year over a million children die of diarrhea. Most of the deaths are rural due to lower levels of personal hygiene in rural India. The simple act of hand washing with soap can help prevent this.

Our objective was to create & deliver an idea to remind people to wash their hands before meals, impactful enough to double our reach against existing benchmarks at a meager budget of about US $36000.
Results
  1. On a total investment of just US$36000 we directly reached 5 million people at cost-per-direct contact less than 1 cent.
  2. The campaign garnered 80 million global media impressions resulting in earned media amounting to $59.3 million (ROI of over 1600 times)!
  3. Lifebuoy hit the highest ever market share in the last 3 years in Feb’13!
Solution Educated or not, people simply forget to wash their hands with soap before meals.
We made the brand message fresh & deliciously edible! We created a heat stamp capable of leaving a simple & edible message on a Roti or Indian bread (served with almost every Indian meal).The message was: ‘Did you wash your hands with Lifebuoy?’ in the Hindi. This enabled us to remind people at the moment of truth.