Brief Explanation

Every year 5 million children die of preventable diseases; diseases that could be stopped with basic hygiene practices like hand-washing. Turning the tide on childhood illness is a key part of the Lifebuoy Social Mission. But getting children to wash their hands is a challenge for parents everywhere, especially across Indonesia and India where its importance isn’t always understood. We knew to help Lifebuoy promote Colour Changing Hand Wash in those regions we would need to turn handwashing from a neglected chore into something fun. How do you get kids to join the fight against disease? We created a campaign to help Lifebuoy tap into existing behaviour and make hand-washing a game of skill and an expression of creativity. Combining timeless comic book characters with the kind of secret handshakes and clapping games kids love, the Lifebuoy Secret Wash Films show kids how to kill germs properly through a series of secret wash moves. The series of films are entertaining to watch and fun to master. Supported by social media conversations, online UGC competition mechanic, on pack collectibles, TVC cut downs and outdoor media, we’ve turned handwashing into entertainment.