HELP A CHILD REACH 5

Short List
TitleHELP A CHILD REACH 5
ClientUNILEVER
Product / ServiceLIFEBUOY
EntrantLOWE & PARTNERS WORLDWIDE London, UNITED KINGDOM
Entrant Company LOWE & PARTNERS WORLDWIDE London, UNITED KINGDOM
Advertising Agency LOWE & PARTNERS WORLDWIDE London, UNITED KINGDOM

The Campaign

Every year, a staggering 2 million children under the age of 5 die of infections like diarrhoea and pneumonia. These deaths can be prevented by the simple act of washing hands with soap. Unilever’s Lifebuoy soap has launched ‘Help A Child Reach 5’. An initiative aimed at mobilizing momentum to change hand-washing habits of a billion people by 2015. To make a real positive impact, we’ve adopted Thesgora, a village with one of the highest diarrhoeal rates in India and committed to ensuring every child gets to celebrate their 5th birthday. In order to give the statistics a human face, we kick-started the initiative with an emotional story of how washing hands with soap can save a child’s life.

Success of the Campaign

- One-on-one interactions with 130 million people across the world to inculcate hand washing habits. - 7.74 million kids and 4.76 million parents from 46 countries pledged to wash hands with soap on the Global Handwashing Day. - Online and offline buzz. - Within a week, our video garnered a million views, and crossed 7 million in 5 months. - People across the world have been moved to tears and joined the cause. - 2.7 million tweets and 1,910 blog posts. - The issue of preventable deaths due to these diseases has come into the spotlight with leading newspapers/ channels advocating the cause. This initiative ‘...beautifully captures the Unilever Sustainability Living Plan in action…. This is better than any movie ever made.’ - Paul Polman, CEO, Unilever. We're dedicated to our mission of saving lives by washing hands and intend to take this message to a billion people by 2015.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

‘Help A Child Reach 5’ was first triggered on Global Handwashing Day in Oct 2012 through school education programmes across 46 countries, augmented with online and offline communication. In early 2013, the brand adopted village Thesgora, and committed to ensure every child there sees the age of 5 by 2015. On 19th Feb 2013, a video went live on YouTube. The film was seeded into the public domain through Lifebuoy’s own social platforms/ assets and via networks of influential bloggers. To fuel the interest further, we aired a shorter version of the story on prime time TV. The initiative was also promoted on radio and on ground. We created advocacy via relevant expert-groups like pediatricians, school principals and NGOs working in the health and hygiene space.

Credits

Name Company Position
Amy Lavalette Evidently Account Director
Andy Last Salt Ceo
Shruti Subramanian Sapientnitro Singapore Account Manager
Anila Gopal Hindustan Unilever Limited Global Brand Manager
Amit Murthy Lowe And Partners Worldwide Senior Brand Services Manager
Abhishek Chatterjee Lowe And Partners Worldwide Creative - Copy Writer
Rohan Fernandes Lowe And Partners Worldwide Senior Brand Services Director
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
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