Lifebuoy ‘Help a Child Reach 5’ Case Study
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. Users wiped off the dirt about 237,000 times. 800,000 Kenyan Shillings collected. Video shared 1.6 million times. 650,807 mentions on social media. 12% engagement rate.
Script
BRAND MISSION: By 2015, Lifebuoy aims to change the hygiene behaviour of 1 billion consumers globally, thereby helping to reduce rising causes of child mortality. In Indian villages, children under the age of 5 lost to diarrhoeal deaths: close to 1,000 daily; more than 380,000 per year. Cause: Lack of personal hygiene and cleanliness. Lifebuoy took up a challenge to save these children.
CHALLENGE: Creating awareness and educating people and raising funds for this cause.
STRATEGY: Take this global initiative to the Kenyan population with a Help a Child Reach 5 mobile ad campaign. (99% of internet users in Kenya are mobile internet users.) Create awareness and raise money for supporting these kids.
CREATIVE AND MEDIA STRATEGY: A full-screen banner showcasing a dirty hand. Users wipe dirt off the child’s hand by swiping on it. Five fingers indicate the child’s age. Palm represents the daily need for handwash. A powerful campaign video follows a clean palm. User urged to donate and also share the video on his/her social profile. For every video viewed, Lifebuoy donated 1 KES towards the cause.
RESULTS: A highly successful campaign in just 18 days. 3.2 million people reached. Users wiped off the dirt about 237,000 times. 800,000 Kenyan Shillings collected. Video shared 1.6 million times. 650,807 mentions on social media. 12% engagement rate.
Year
2013Related Materials
