| Creativity for Good | ||||
| Client | Anusha Gupta | |||
| Brand | Lifebuoy | |||
| Entrant | Hindustan Unilever Limited | |||
| Brief | Lifebuoy’s HelpAChildReach5 aims to stop under 5 deaths due to preventable infections. 6 million children below 5 years die each year, 44% of these occur during the first 28 days of birth-the neonatal period when children are most vulnerable .But it wasn’t an easy task, as we had to Get pregnant & new mothers,urbanites & policy makers to give handwashing with soap attention & action. | |||
| Cultural Context |
Appealing to 3 varying audiences was critical to create impact at different levels. Given varying audiences, it was clear, whilst what was important was a message of hope & positivity, but equally important was, deliverer of message. We saw, womb becomes centre of attention for all. A challenge, was countered with the insight-It’s difficult to ignore a request from a child, let alone an unborn one | |||
