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Lifebuoy
Help a child reach 5

RAN IN: India, Indonesia and Kenya

CLIENT
Unilever

Samir Singh (Skin Cleansing Category Head)
Kartik Chandrasekhar (Global Business Vice President )
Anila Gopal (Global Business Director - Social Mission)
Anusha Gupta (Senior Global Brand Manager)

AGENCY
MullenLowe Group Singapore *Lead Agency

Ranjit Jathanna (Chief Strategy Officer)
Vinay Vinayak (Global Business Director )


MullenLowe Lintas Group India *Lead Agency

Sagar Kapoor (Executive Director)
Sarvesh Raikar (Group Creative Director)
Russell John (AVP Strategy Planning)


MullenLowe SSP3 Colombia

Carlos Andres Rodriguez (Executive Creative Director)


SUMMARY

Lifebuoy, the health soap brand owned by Unilever, created a social movement Help a Child Reach 5 (HACR5), to save children's lives by building awareness and changing hand washingbehaviourwith soap. Our unifying idea, was built and communicated, and its impact magnified through the recruitment of external partners to maximize our endeavors. Our strategy marks a new paradigm for a FMCG branded programme, now co-run with social and government organisations, which is a win-win-win for the public health sector, the private sector and the most vulnerable populations of the world.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);EVENTS;OOH;Other (OOH);PR;PRINT;Newspaper - Digital;RADIO;Program/Content;SOCIAL MEDIA

Audience: Mothers

Type: Business to Consumer

Classification: Multinational

Language: English