Lowe Lintas India and Lifebouy help every child celebrate their 5th birthday and save lives
Unilever’s health soap, Lifebuoy has been teaching children healthy hand washing habits for almost a decade now. It now launches its most ground-breaking campaign with a 3 minute film that seeks to inspire action from viewers to pledge support for Lifebuoy’s hand washing programs on the ground.
R. Balki, Chairman and Chief Creative Officer of Lowe Lintas, commented, “A small act like washing hands with Lifebuoy can save a child’s life. This message needs to reach far and wide. So, we created this campaign that can open one’s mind to this amazing message. A campaign that moves people to the extent that they care to share it with others”.
Samir Singh, Lifebuoy’s Global Vice President said, “Lifebuoy’s goal is to change the hand-washing behaviours of a billion people by 2015 in order to help save lives and reduce disease. On top of the work we have been doing on the ground for the last 10 years, we needed people to support our cause in huge numbers to reach our goal.
“We wanted to tell the world the Lifebuoy story in a deeply emotional way. Our brief to Lowe was to translate the statistic of “2 million children still die in the world before the age of 5 due to preventable infections like diarrohea and pneumonia” into something real, personal and powerful. And through this film, they have done just that”
This new campaign is unique in a number of ways. Firstly, it is not about selling a product, but about sharing a lofty brand purpose. Secondly, social media and technology play an important role in connecting like-minded people who are eager to do something to make this world a better place. It is this new community of people that the brand wants to tap into by inspiring them to spread this message of saving lives. Last, but not least, this is not just about an ad, but about creating an ACT. It’s an act that will make a real difference. An act that allows individuals, professionals and organisations to come together and collaborate around the common goal of eliminating child deaths due to diarrohea and pneumonia. This film is the beginning of that journey and a clarion call to all to join this purpose.
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mer Jaleel, National Creative Director with Lowe Lintas, added, “We wanted this ad to evoke a meaningful response towards the initiative and not to say ‘what a beautiful ad’. It’s a real, true and honest programme and the work should embody that. Judging from the responses we have from people and industry alike, I think we’ve managed to achieve this.”