Help A Child Reach 5

By Lifebuoy

Name: Uttkarsh U Dhanke

Class : TYBAMMC Sem-6
Subject: Rural Marketing And
Advertising
Roll no. 12
About the company
Lifebuoy is a brand of soap which began in England in 1895. It was launched as
part of William Hesketh Lever’s goal to promote hygiene in the home and halt
cholera in late Victorian England. Through the product itself and its sustainability
work with its partners, it is bringing better health and hygiene to a wide and often
disadvantaged market. Lifebuoy is produced in Unilever in Cyprus for the UK, EU,
US and Brazil markets, in Trinidad and Tobago for the Caribbean market, and in
India for the Asia market. Lifebuoy actively promotes awareness of hygiene through
social missions.

Lifebuoy has journeyed from humble beginnings of being a chunky red bar of soap
to an evolved range of general and specialized products across formats, offering
solutions in the health and hygiene space.
ABOUT THE CAMPAIGN

 Saving Lives through Lifebuoy’s ‘Help a Child Reach 5’ Campaign” describes the launch and
effect of this campaign. It discusses a social marketing initiative by Hindustan Unilever
conceived to fight the grave issue of child. They identified a cost-effective way to deal with
the problem through the simple task of hand washing.
 The company partnered with several global bodies as well as village communities to achieve
its goal. The campaign model was structured to benefit Lifebuoy through building an image
of a socially conscious brand, as well strengthening its positioning of health soap, while
ensuring the healthy lives of millions of people.
 The 'Help a Child Reach 5' campaign started in Thesgora, a village in Madhya Pradesh that
has one of the highest rates of diarrhoea, and showcased remarkable results.
OBJECTIVE AND PROCESS

 In 2012 Lifebuoy launched the Help a Child Reach 5 campaign, to raise awareness of the
importance of good handwashing habits, with the aim of reducing child deaths due to
preventable infections.
 Through the Lifebuoy brand, we aim to make a difference by creating quality, affordable
products and promoting healthy hygiene habits. Since 2010, we have reached over 1 billion
people through our handwashing programme, making it one of the largest behaviour-change
programmes in the world.
 Lifebuoy's innovative Help A Kid Reach 5 campaign idea was to adopt Thesgora village, with
high diarrheal child deaths in India. Through a digital campaign, rally parents spread
handwashing messages. The “Help A Child Reach 5” Movement, empowered millions by
realizing 25 million YouTube views & 16 million pledges.
PRODUCT AND PLACE

 Lifebuoy aims to change the hygiene behavior of 1 billion

consumers globally, thereby helping to reduce rising causes of
child mortality. Lifebuoy's 'Help a Child Reach 5' campaign
reached 3.2 million people. The product used in this campaign
was soap and hand wash.
 The 'Help a Child Reach 5' campaign started in Thesgora, a
village in Madhya Pradesh that has one of the highest rates of
diarrhoea, and showcased remarkable results.
RESULT OF THE CAMPAIGN

 The Campaign generated 16 millions YouTube views.

 Diarrhoea incidence in Thesgora fell 74% as the handwashing
rate tripled.
 20 children's lives were saved and 20 million rupees in donation
were received.
 The impact of this programme was huge, with mothers reporting
reduction in incidence of diarrhoea from 36% to 5%, and 26%
more children washing their hands before meals.
THANK YOU