HELP A CHILD REACH 5 - GONDAPPA

TitleHELP A CHILD REACH 5 - GONDAPPA
BrandUNILEVER
Product / ServiceLIFEBUOY
CategoryA01. Creative Effectiveness
EntrantLOWE AND PARTNERS WORLDWIDE Mumbai, INDIA
Entrant Company LOWE AND PARTNERS WORLDWIDE Mumbai, INDIA
Advertising Agency LOWE & PARTNERS WORLDWIDE London, UNITED KINGDOM
Production Company CHROME PICTURES Mumbai, INDIA

Credits

Name Company Position
Samir Singh Unilever Asia Pvt. Ltd. Global Brand Vice President
Amer Jaleel Lowe And Partners Worldwide National Creative Director
Sagar Kapoor Lowe And Partners Worldwide Executive Creative Director
Virat Tandon Lowe Singapore Global Business Director
Vinay Vinayak Lowe And Partners Worldwide Senior Vice President
Saji Abraham Lowe And Partners Worldwide Executive Vice President President Planning
Varsha Chawda Lowe And Partners Worldwide Vice President President Planning
Natasha Sunderan Lowe And Partners Worldwide Senior Brand Services Manager
Garima Khandelwal Lowe And Partners Worldwide Unit Creative Director
Myriam Sidibe Unilever Kenya Global Brand Director
Pavanjit Bedi Hindustan Unilever Limited Global Brand Director
Anusha Gupta Hindustan Unilever Limited Global Brand Manager
Anila Gopal Hindustan Unilever Limited Global Brand Manager
Rohit Bhasin Hindustan Unilever Limited Regional Category Vice President
Kartik Chandrasekhar Unilever Global Brand Director
Kristine Go Unilever Global Marketing Manager
Amit Mehndiratta Hindustan Unilever Limited Global Cmi Manager
John Gamvros PHD Global Strategy Director
Chris Bell Sapientnitro Senior Account Director Apac
Andy Last Salt Chief Executive Officer

Brief Explanation

Every year 2 million children under 5 die from preventable infections like diarrhoea and pneumonia . People are unaware of these child deaths, or that hand-washing with soap can save lives through disease prevention. Our challenge therefore was to convince consumers that hand-washing with Lifebuoy could actually save children’s lives. The innovative idea developed was to adopt the village of ‘Thesgora’, with the highest diarrhoeal incidence in India, and prove that hand-washing with soap can save children’s lives. ‘Help a child reach 5’ was the binding creative idea of the campaign, and using the emotional angle of a child’s 5th birthday, we created a cause to ensure all the children of Thesgora reach 5. To create mass awareness of our Lifebuoy hand-washing cause, and to mobilize people to share the message and donate, we created a unique online film, Gondappa. This was inspired by real life stories from rural India, and utilized the cultural insight that it is common practice to make vows to God to overcome adversity: e.g. standing on one foot for long periods, walking barefoot on a pilgrimage. So ours is a story of 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. Through our ‘Help A Child Reach 5’ Movement, we empowered millions of people worldwide to help every child reach the age of 5, by driving a collective commitment using the mechanic of social engagement to spread and share the message and cause. We sought to save children’s lives by proving that hand-washing with Lifebuoy soap reducing diarrheal incidence. We met this objective: as a result of our campaign we saw a 74% reduction in the incidence of diarrhea in Thesgora's children as hand-washing tripled, potentially saving the lives of 20 children . And the campaign's innovative approach of eschewing shock tactics and relying on a human-focused, positive story not only opened people's minds to such avoidable deaths, but also moved them to share it with others. Gondappa realized over 16 million Youtube views, and over 358 thousand children were reached from direct donations and Lifebuoy donations from people sharing (+20 million Rupees) . By breaking conventions, the ‘Help A Child Reach 5’ campaign was not just effective; it was life-changing.