Background

Lifebuoy was born over a hundred years ago, when infectious diseases were the primary cause of death. Armed with a mission to ‘make cleanliness commonplace’, Lifebuoy has ever since placed itself in the service of public health, actively championing good hygiene (recently, with "Help a Child Reach 5"). Today, Lifebuoy is the world's number one selling germ protection soap brand and a trusted hygiene expert. Amidst the ongoing COVID-19 pandemic, the importance of handwashing with soap was thrust into the global spotlight. Yet, although handwashing rates spiked initially, they also dramatically declined soon after. This most human characteristic has been an ongoing struggle for over a 100 years. With the world emerging from lockdowns, embedding good handwashing habits has never been more critical. It is critical for the world to commit to hand hygiene; or we risk a deadly, continuous cycle of COVID-19 and the genesis of further pandemics.