Case Study Building a Campaign

Gold Award- Healthcare

e Scenario

Dettol, over the years, has established itself not just as a market leader by sales but also as an advocate for better personal hygiene and sanitation.

Dettol, through the Global Hygiene Council (GHC) - a scientific research-based platform funded by the brand - had run a series of programmes educating people of different communities on personal hygiene habits.

Dettol organised a number of education and engagement-led initiatives such as ‘Global Hand Wash Day’, ‘New Moms Program’, ‘Surakshit Parivar’ and ‘Give Life a Hand’ - all leading to significant recall of the brand and giving it a special place in the space of personal hygiene and sanitation.

The media used the GHC reports often for reference purposes.

Dettol , at one level, was excited to participate in the government programme but at another level, was aware that this was an opportunity to ‘SCALE UP’ our initiatives while be seen as a partner in progress with the government.

The Task

Develop a campaign or platform that ensured Dettol continued to scale up efforts to raise awareness around importance of hand hygiene and sanitation across India.

Challenge

The government’s own initiative of ‘Swachh Bharat’ was bound to be large and well-articulated. The high decibel style of communications from the government was expected to drown just about anything else in and around the programme There were many competitors of Dettol participating in the fund raising for this government initiative The Challenge for Dettol was to continue to make a meaningful impact among the many corporate who wanted to partake in the government’s campaign, especially because the initiative was on a platform that was in line with Reckitt Benckiser (RB) and Dettol’s values and vision

Our Strategy

We wanted to use the opportunity to be more involved in the idea of a clean India. What we felt would be the best, is to do the following: Leverage the mood of the nation by timing our programme with the government’s Swachh Bharat

Media wrote stories that were flavor-of-the-time and this would lead to positive buzz.

Banega Swachh India became the name of the Dettol initiative-The name was similar to Swachh Bharat but effectively endorsed the PM’s pet project by sounding certain of a clean future for India

Our programme went beyond chequebook-philanthropy as it had a significant action plan that involved an awareness drives, workshops and celebrity endorsements besides the media

The Initiative Associations & Partnerships: Signed up NGOs-CAF(Charities Aid Foundation) and Sulabh International Association with NDTV Media Group -To launch a campaign and run an awareness programme culminating into a ‘cleanathon’

Facebook partnership

On-ground activations: 1000 street plays were organised in different parts of the country

Two-day World Toilet Summit was organised in partnership with The World Toilet Organisation

Global Hand Wash Day, which involved 1.4 million children to simultaneously wash their hands across 100,000 schools

The Initiative

Fund Raising: 12-hour ‘Cleanathon’

Endorsers: Amitabh Bachchan was the face for Banega Swachh India 19 Chief Ministers were involved in the programme as speakers or to kick off activities at 12 on-ground activations

Swachh Ambassadors- Celebrities, influencers came forward at no cost endorsing the campaign by giving their time

The Initiative

Media: We issued press releases and press notes over the campaign period covering different aspects of the programme and its progress

Opportunities for spokesperson

Large format interviews for the global CEO of Reckitt Benckiser, Rakesh Kapoor

The Outcome Connected with over 200 million people (206.4 million) via print, digital and TV

INR 281 crore was raised through the fund raising events

309 news reports talked about the campaign

Programme reached 1,00,000 schools (10 million children) and 400 villages

Prime Minister, Narendra Modi, recognised and effectively endorsed the programme with the following tweets

Coverage

CNBC

The Economic Times Mint

Coverage

Zee News The Hindu Business Line Hindustan Times

Client Endorsement