Donation requests are often immediately preceded by heart-wrenching portrayals which create empathy for the victims and a sense of urgency to solve the problem. The classic victim portrayal focuses on a poster child — originally a child afflicted by disease or circumstances whose picture was used on posters as part of a campaign to raise money or enlist volunteers. The definition of “poster child” has since been expanded to refer to a beneficiary of any age who is emblematic of a cause.
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.