Results and Effectiveness

- 1.6-mn Lifebuoy Little Warriors’ pledged for good hygiene and a germ-free life. - Lifebuoy’s association with Global Handwashing Day strengthened, increasing recall of ‘Germ Protection’ proposition by 45% in two months. - Lifebuoy gained value share by 0.5% in a 2-month led activity.

Creative Execution

Creative Strategic Solution: Little Warriors was our creative solution to educate kids in a simple yet effective manner to make them understand the importance of ‘handwashing with soap’. KIDS became the Warriors, educating them about hygiene message to influence mothers & bring about behavioural change. Scale of execution: Educational Route for KIDS - Playful learning through Cartoons characters on TV wherein characters like Dora, Ninja Hattori, SpongeBob, allured KIDS through multiple integrations like Pledge Vignettes, Handwashing Message Alerts, Alarms etc... -‘Handwashing with Soap’ activity & pledges carried out across 3586 schools by engaging 1.2mn students with direct interaction through School Activation. Reinforcing ‘Handwashing with soap’ message to Mothers - 52.9-mn readers educated through advertorial route in leading dailies. - Tie-up with Municipal Authorities for Social Awareness ad campaign. - 0.4-mn TV exposures inside public transportation BUSES - Re-crafted a radio station signature tune with Lifebuoy jingle, along with multiple integrations

Insights, Strategy and the Idea

Diarrhoea & Acute Respiratory infections would take lives of millions of children. And with H1N1 flu epidemic in mid-2009, it increased the importance of hygiene. Marketing Goal: Lifebuoy had always been supporting people in their quest for better personal hygiene. With market-share being stagnant, we had to rapidly rebuild the association with the ‘Germ Protection’ proposition. Insight: Research states, “In India, 91% of consumers in the upper socio economic groups still believed that handwashing with water alone is safe”. There was a need to change pattern of ‘Handwashing with soap’ from an ‘abstract’ good idea into an ‘automatic behaviour’. Target Audience: Mothers were the core target for the brand but we had to influence them to shake her belief that washing with water was not enough. Thus, “KIDS” became our influential TG. Idea: Brand created an apt platform “Global Handwashing Day”; spreading the message of importance of ‘Handwashing with soap’.