Imagine if we could help prevent 72% cases of infant mortality in China. Lifebuoy took up the mantle of trying to do just that.

In China, there are only 5 doctors for every 10,000 children, 3 times less than the US.

A visit to a hospital in China means an 8-hour queue just to register, at which point, you get ping-ponged around a convoluted hospital system and red tape taking another 2 hours.

Sadly, there is no other alternative. This is what millions of parents must face every day in China.

The British Medical Journal reported the risk of death increases incrementally with each additional hour of average waiting time (4 hours). In an attempt to reduce waiting times in hospitals Lifebuoy offered an alternative way for Chinese parents to access medical professionals.

Lifebuoy partnered with China’s most trusted mobile social platform for parents, LaMaBang (translated - Mama’s Club), and linked Chinese parents to a pool of carefully selected pediatricians, gastroenterologists, immunologists and more…

The doctors took shifts and were available whenever parents needed support. A typical “consult” involved an initial diagnosis to the child’s ailment that might have saved an exhausting and time-consuming endeavor to the hospital or immediate life-saving actions parents should take.

Lifebuoy then took the most frequently asked illness and infections, co-published branded articles with the doctors in LaMaBang to educate parents on how to prevent these ailments in the future.

The same team of doctors also visited Kindergartens, early childhood clinics and maternity wards in hospitals to educate Chinese families about simple and easy bacteria preventative habits such as hand washing.

Each engagement always ended with an opportunity to buy Lifebuoy products from either eCommerce or retail.

We co-created over 300 pieces of prevention articles which were viewed 20 million times within the first three months.

Mobile search around Lifebuoy increased by 38% after initial launch and maintained at a new high for the brand for the whole of 2017.

The help provided by the 24-Hour Doctor initiative has already saved Chinese families more than 6 years’ worth of waiting times in hospitals.