The Campaign

Besides being the perfect pal to cuddle with, Buddy is a Trojan horse. When its paw is pressed, Buddy starts chatting, and hidden within its banter are words of loving advice only a best friend would give. Because kids love to press his speech module over and over, they learn to wash their hands before eating, and after going to the bathroom. Advice that would fall on deaf ears if delivered as a lecture.

Creative Execution

Completely unbranded, Buddy is an attractive plush toy that would blend into the world of a child. Made with soft fabric in the right size for kids aged 1-5 to hold to sleep. Parents, too, were pleased that Buddy is hypoallergenic and washable, a safe and trusted friend that will keep their child entertained. A total of 1,000 bears were distributed through clinics, schools and community organisations in the poorest parts of India, spreading love and our handwashing message.

Results

Buddy helped further the brand’s mission to save lives through the invention of a new medium designed specifically for their target audience. Every single consumer was eager to hold Buddy and press his paw to hear his message, over and over again. They then took them home for more hours of play (and exposure to the message). Local doctor Dr Shobit Agarwal, M.B.B.S observed this about Buddy: “Lack of handwashing can lead to the loss of lives. Being exposed to handwashing messages time and again helps kids to remember to wash their hands and save their lives.”

Buddy is a unique medium that puts a very specific target audience in intimate contact with the message, in a way that no other medium can. The impact of this direct contact, through the advice of a dear friend is potentially life saving, because it influences children to pick up a habit of handwashing.

Pneumonia and diarrhea are leading life-threatening illnesses amongst children, preventable by simple handwashing with soap. Observed rates of handwashing at critical moments, that is, before handling food and after using the toilet is a dismal 1% in India. Lifebuoy’s longstanding, ongoing mission is to help a child reach 5 by instilling handwashing habits in children. Instead of delivering lectures, handwashing messages are inserted between words of love. And because children love pressing the speech module to hear their friend talk, the call to action will be repeated over and over, taken as friendly advice. Buddy even comes with activity cards that make kids use their hands through play, then encourage them to wash their hands, reinforcing the handwashing message.