Lifebuoy’s social mission, #HelpAChildReach5 program, is to teach good handwashing habits that can save millions of young lives.

Every year, in India alone, 1.3 million children die before they reach five, mostly due to preventable infections like diarrhea.

A significant number of these deaths occur in the first 28 days of birth. Handwashing with soap, particularly after using the toilet, can reduce diarrheal diseases by over 40% and respiratory infections by 30%.

The objective was to build awareness of handwashing with soap as a preventive measure towards infant mortality thereby strengthening brand equity.

STRENGTHEN LIFEBUOY’S EQUITY IN RURAL AND SMALL TOWN INDIA

1. Influencer Community: Launch of the Brand Film:

Organized a Premier Release with celebrities, Bloggers (on parenting) and the media at the INOX Multiplex in Mumbai. Bollywood actress Kajol, who is the Ambassador for the project urged the audience to spread the message.

We invited pregnant women to watch the film, our captive audience.

2. Influencer Community: Amplification

a. The film was promoted in cinemas reaching out to 12.5 million people.

b. DTH platform added reach of about 47.5 million.

c. Interviews and factoids aired on Radio stations and news channels.

3. Possible Victim Community:

Most of our consumers who live in media-grey to media-dark Rural India were reached through the unique 'Travelling Cinema' which showcased regional movies for free, interspersed with a screening of “Chamki” to women.

- Travelling Cinema reached 4 lac rural people, across 400 villages.