| Title | HELP A CHILD REACH 5 |
| Brand | UNILEVER |
| Product / Service | LIFEBUOY |
| Category | B01. Corporate Information |
| Entrant | LOWE LINTAS + PARTNERS Mumbai, INDIA |
| Entrant Company | LOWE LINTAS + PARTNERS Mumbai, INDIA |
| Advertising Agency | LOWE LINTAS + PARTNERS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Amy Lavalette | Evidently | Account Director |
| Andy Last | Salt | Chief Executive Officer |
| Shruti Subramanian | Sapientnitro Singapore | Account Manager |
| Ronnie Thomas | Phd Singapore | Global Strategy Manager |
| Shalini Senevirante | Unilever Asia Pvt. Ltd. | Global Brand Manager |
| Anila Gopal | Hindustan Unilever Limited | Global Brand Manager |
| Pavanjit Bedi | Hindustan Unilever Limited | Global Brand Director |
| Myriam Sidibe | Unilever Kenya | Global Brand Director - Social Mission |
| Anusha Gupta | Hindustan Unilever Limited | Global Brand Manager |
| Rohit Bhasin | Hindustan Unilever Limited | Vice President Skin Care - South Asia |
| Rohan Fernandes | Lowe And Partners Worldwide | Senior Brand Services Director |
| Saji Abraham | Lowe And Partners Worldwide | Executive Vice President - Planning |
| Varsha Chawda | Lowe And Partners Worldwide | Vice President - Planning |
| Garima Khandelwal | Lowe And Partners Worldwide | Unit Creative Director |
| Natasha Sunderan | Lowe And Partners Worldwide | Senior Brand Services Manager |
| Vinay Vinayak | Lowe And Partners Worldwide | Senior Vice President |
| Virat Tandon | Lowe Singapore | Global Business Director |
| Sagar Kapoor | Lowe And Partners Worldwide | Group Creative Director |
| Amer Jaleel | Lowe And Partners Worldwide | National Creative Director |
| Samir Singh | Unilever Asia Pvt. Ltd. | Global Brand Vice President |
Every year a staggering 2 million children under the age of 5 die of preventable infections like diarrhoea and pneumonia. A statistic that most people are unaware of. A simple act of hand-washing with soap prevents these deaths. Unilever’s Lifebuoy soap has launched ‘Help A Child Reach 5’ campaign and set out to mobilize momentum to change hand-washing habits of a billion people by 2015. To make a genuine human impact, we’ve adopted Thesgora, a village with one of the highest diarrhoeal rates in India and committed to ensuring every child there survives the age of 5.
‘Help A Child Reach 5’ is not about selling Lifebuoy soap as a product, but about sharing the brand’s 100 year old social mission of saving lives. Inspired by real life parents, ours is a story of a father so overcome with joy when the first time a child of his survives the age of 5, he decides to walk on his hands to seek God’s blessing. This is not just a one-off video, but the start of a long-term initiative aimed at ridding the world of preventable child deaths.
Instead of hitting people with cold statistics, we have moved them emotionally with a real and personal story. We have opened people’s minds to how a small act like washing hands with Lifebuoy can save a child’s life. People have started conversations on an issue that few cared about in the past. Social media and concerted mass scale on ground activities with school children, parents and influencers in 46 countries are helping us to tap into the collective consciousness and inspire people to act and make a real difference to the lives of children.
People across the world, from all walks of life have been moved to tears on viewing the film. In just over 5 month the film on YouTube has garnered over 7 million views. We have taught 130 million people across the world healthy hand washing habits. 7.74 million kids across 9,285 schools and 4.76 million parents from 46 countries pledged to wash hands with soap. We have started conversations around an issue that no one knew about with newspapers like Times of India now writing articles about diarrhoea and its prevention. 2.7 million tweets and 1,910 blogposts spread our message.