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.
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.