Creative Execution

With many causes asking for support, we needed to find a way to magnify impact at the right time. To reinforce the importance of washing ones hands, we made the act of washing equal to one pledge. We created Lifebuoy bottles with a digital chip that recorded a signal every time it was pressed and put it in restrooms and fast food wash areas where people normally wash their hands. The pledges were recorded and shown on giant screens in real time.

7.2 million pledges were made translating to USD 60,000 for the cause. The brand attributes: ‘Use Now days’ increased from 52 – 55 ‘Protection from germs’ increased from 80 - 83

1 out of 5 children in Indonesia do not reach the age of 5 because they die of diseases like Cholera and Diarrhea. Lifebuoy wanted to change this by promoting proper hand washing. So it went on a mission to help NTT, the province with the highest child mortality rate in Indonesia through a movement called “Help child reach 5 in NTT”. Through this, people could pledge their support. For every pledge, Lifebuoy donated 100 Indonesian Rupiah to provide proper hand washing education and facilities to NTT.