Lifebuoy
Challenge: Drive Lifebuoy’s mission to raise the importance of handwashing with soap onto the world stage, resulting in more people using soap more often.
Solution: Creation of Global Handwashing Day, now in its fourth year, plus educational communication programmes aimed at fostering better handwashing habits and partnership programmes with NGOs and governments to take our work to scale and raise the profile of the issue.
Result: Global Handwashing Day (GHD) ensures maximum exposure for children and mothers to educational hygiene messages. GHD is now an officially recognised UN Day celebrated in 80+ countries with 100+ partners. In Indonesia, over 3 million school children take part every year in handwashing activities, significantly increasing awareness and sales of Lifebuoy. The movement is huge with coverage across all markets and channels (documentaries, stunts, TV shows, high profile press conferences) and millions of participants.
