HELP A CHILD REACH 5 - CHAMKI: THE FUTURE CHILD

Short List
TitleHELP A CHILD REACH 5 - CHAMKI: THE FUTURE CHILD
BrandHINDUSTAN UNILEVER
Product / ServiceLIFEBUOY
CategoryE01. Use of Integrated Media
EntrantMINDSHARE Mumbai, INDIA
Idea Creation MULLENLOWE LINTAS GROUP INDIA Mumbai, INDIA
Media MINDSHARE Mumbai, INDIA
Contributing PHD INDIA Mumbai, INDIA

Credits

Name Company Position
Mullen Lowe Lintas Mullen Lowe Lintas Mullen Lowe Lintas

The Campaign

Creating awareness for handwashing as a primary preventive measure towards hygiene is easier said than done as most people don’t find “handwashing with soap” necessary let alone important. Only 1% wash hands after defecation, and 11% before handling food. And a majority of this problem thrives in the rural and remote villages of India. To break this inertia, this mind-set, a social experiment was conducted in a village on an expecting mother with a message delivered from her FUTURE CHILD-CHAMKI. This social experiment was converted into a 3 minute powerful video which was to be used to further the awareness drive.

Creative Execution

1. Influencer Community: Launch of the Brand Film: Organized a Premier Release with celebrities, Bloggers (on parenting) and the media at the INOX Multiplex in Mumbai. Bollywood actress Kajol, who is the Ambassador for the project urged the audience to spread the message. We invited pregnant women to watch the film, our captive audience. 2. Influencer Community: Amplification a. The film was promoted in cinemas reaching out to 12.5 million people. b. DTH platform added reach of about 47.5 million. c. Interviews and factoids aired on Radio stations and news channels. 3. Possible Victim Community: Most of our consumers who live in media-grey to media-dark Rural India were reached through the unique 'Travelling Cinema' which showcased regional movies for free, interspersed with a screening of “Chamki” to women. - Travelling Cinema reached 4 lac rural people, across 400 villages.

1. Launch event reached over 80 million people through PR alone in India. 2. The film reached 1.5 million views in just 10 hours of the launch event by Bollywood Icon Kajol 3. The Chamki Film was viewed by 15.4 million people on YouTube, making it the most watched Ad Film of 2015 in India 4. 4.6 MN unique twitter accounts reached. #Helpachildreach5 trends nationally at No.1, unpaid (source:twitter) 5. The film was shared 6,600 times on YouTube 6. 86% uplift in organic search for Lifebuoy online. (source:google brand lift survey) 7. The concept of Travelling Cinema reached 4 lac rural people, across 400 villages

In India, nearly 1.3 million children die before they reach the age of five due to diarrhea and pneumonia. Lifebuoy’s, #HelpAChildReach5 program, propagated good handwashing habits that could save millions of young lives. We conducted a social experiment in rural India to drive home this message. This was the main brand communication. To spread awareness among the possible victims and the Influencer communities, we used media to drive our “See and Share” strategy. Get maximum number of people to view and share the communication Across rural and urban media touchpoints this experiment was viewed and shared with great success.

Insights, Strategy and the Idea

An unconventional solution, needs an unconventional approach. First of all, we didn’t see it as a brand TVC and consider standard television/print/digital plans. We considered it as brand film which needed viewing. Therefore we wanted to reach out to communities rather than individuals. We had two distinct communities to address. Possible Victims: Pregnant women and new mothers as building awareness and improving hand hygiene habits during the first 28 days after delivery was critical. These women are essentially from the poorer sections of society who lack the knowledge and means of inculcating healthy habits Influencers: From the upper sections of society who could interact with the possible victims e.g. maids/servants at home. They are considered the ‘knowledgeable’ people and are often approached by the servants during illness and other bad times. “See and Share” was the crux of the solution.

Links

Video URL