The Campaign

Every third person in India today is under the age of 30, the key agents for social change and driving force for economic development. But how many of them live beyond the age of five? Barriers are usually lack of social norms favouring hand washing in general and in the new born period. Multiple factors – lack of support from elders, inability to buy the required quantity of soap, performing daily household chores negatively affect maternal self-efficacy. The most sacred relationship for a mother is with her child and she will move mountains to protect her child. Hand washing is not a practice amongst women, we needed to take this powerful message as told through the eyes of a future child hence making it impactful. To help her child reach 5, this mother-to-be needs to protect her child from the unhygienic conditions surrounding her with a simple hand washing habit.

Creative Execution

The film shown to 100 expecting moms, hosted by Kajol along with mommy bloggers and media with a simulcast on YouTube. The HUL Now Live Command Centre leveraged Twitter, using ‘@IAmChamki’ using ‘#5YearsFromNow’ to set context of the message, generating conversations. With the aspirational hook of the hashtag, we tracked over 6500 relevant conversations. Real time sharing of the film and the bloggers further proceeded to create compelling content. It generated over 11,000 conversations over a period of 2 days, reaching around 4.6 MN unique accounts. The lead channel Youtube trended at #3 for over 6 hours with 1.5 MN views within the first 10 hours. Through a robust deployment plan using social media, digital, and on ground - we reached 190 million people in India. The Digital Campaign garnered 9% organic views VS industry benchmark of 1%.

Chamki stood at 15.3 million views The video was shared over 4000 times on various digital channels PR reach of 890 million people equalling a whopping INR 8.2 crores from the likes of Mashable, ScoopWhoop, Financial Times, Economic Times to name a few. +220 bps increase from 2014 – highest ever in the last 3 years “Protects effectively from germs” scores moved to highest ever - 71 vs 64. +190 bps, +160 bps, +70 bps in the states of Madhya Pradesh, Uttar Pradesh and Bihar 200 bps Increase in ‘Suitable for family’ 200bps in ‘Brand that appeals more than other brands’. 17% increase in ‘Lifebuoy cares for society. In India alone, 6.34 MN households were single-handedly protected by Lifebuoy. Lifebuoy became the 3rd most purchased FMCG brand in the world, gaining penetration in 24mn households.

In 2015, Lifebuoy intended to create a cultural movement, making mothers empathetic towards children mortality rate. Digital was the first choice of medium with 10.15 MN mothers online. Research proved that these set of women are more likely to consume and share content about children welfare, since the message comes from a relationship that is most precious – one of a mother and her child. Bollywood celebrity Kajol - brand ambassador of Lifebuoy and UN Hand Washing, has been leading the campaign since 2013. Along with Kajol, and by tapping into circles of influencers, mothers and other external partners to help achieve scale, we educated mothers about the importance of hand washing during the neo natal stage of a child. The film of the ‘future child’ hence became our tool to seeding in this simple yet resilient message online and gradually shared by influencers, celebrities, mothers and numerous others online.