CMO THINK & ACTION 2015

MOPy FISH TEAM

Every year more than 2 million children

under the age of 5 die of infections like

diarrhoea and pneumonia

The village of Thesgora, in Madhya

Pradesh, which has one of the highest

rates of diarrhoea

Many of these deaths

are easily preventable

simply by washing

hands with soap

BACKGROUND

“We have taught 130 million people healthy hand washing habits for life.

We will expand to new villages across 17 countries to end preventable child deaths, one

village at a time” Samir Singh, Global Brand VP, Lifebuoy

Spreading the importance of good handwashing habits around the world

& changing the handwashing behaviours, most importantly helping more

children reach their 5th birthday.

Aim to change the hand washing habits of 1 billion people by 2015,

cocreated the global handwashing day holding the world’s record for the

most people hand washing at the same time.

OBJECTIVE

Children, especially school

children Parents, especially new mothers

Community groups, like-minded individuals & organisations who care about

such causes

TARGET AUDIENCE IN ALL OVER THE WORLD

A lot of these death can be prevented by the simple

act of washing hands with soap.

Help us celebrate the 5th birthday of every child.

LIFEBOUY’S MESSAGE

Heartfelt stories of parents whose children had succumbed to

these diseases and yet were stunned by the lack of

knowledge that a small act like washing hands with soap can

save a child's life

PR IDEAS

Team up with national icon, actor Kajol Devgn, for various

events to help get our hand-washing message across and

more broadly

PR IDEAS

Use existing opportunities at high level international and

national events including press conferences, a reality TV

show, The General Assembly of the UN and the World

Economic Forum to amplify the hygiene message

PR IDEAS

RAISE

AWARENESS AMPLIFY ENGAGEMENT ACTION

STRATEGY

RAISE

AWARENESS AMPLIFY ENGAGEMENT ACTION

We want people to be inspired to act & make a real difference to the lives of these children

WATCH Gondappa’s

story and hear from

other parents about

the film

PLEDGE your

support for

handwashing with

soap

SPREAD the world by

sharing the film &

teaching others the

importance of

handwashing with

soap

WASH your hand

with soap at key

occassions

and teach children

to do the same

EXECUTION

The inspiration for the film came from real life stories of how parents in rural India express

their gratitude when they overcome adversities

The story had to not only open people’s minds to the avoidable deaths,

but move them to care and share it with others.

A story of a father in The village of Thesgora who is so overcome with delight that his

first child has survived till the age of 5, that he decides to walk on his hands to the

nearby temple and seek God’s blessing

The Youtube channel, ‘helpachildreach5’, too invites you to make the pledge, and

redirects you to the Facebook app, where you can make the pledge

To be able to pledge your support to the cause, you must ‘Like’ Lifebuoy’s

Facebook page. The pre-framed pledge can then be shared to your

Facebook wall

The pledge can also be shared on Twitter through the hashtag

‘#helpachildreach5’

Even today a child dies every 15

seconds of diseases that could have

been prevented by the simple act of

handwashing with soap. This is not

acceptable. This Global Handwashing

Day, everyone has a role to play …

we can help more children celebrate

their 5th birthday

KAJOL

A famous Indian actor

A Campaign advocate

A voluntary campaign

ambassador

Attended the United Nations General Assembly Week to speak with world

leaders and policy makers about the importance of handwashing with soap

Attended public events to raise the awareness of the issue by promoting the

campaign landmark film “Help a child reach 5”

Release a film of Kajol speaking about the importance of handwashing to

prevent child deaths and urging people to donate to the cause and share

Lifebuoy’s award-winning ‘Help a Child Reach 5’ video

THE HANDWAHSING PROGRMAMMES

Lifebuoy will be working directly with school children, neonatal mums and

community groups to encourage handwashing with soap at 5 key occasions in order

to help every child reach five and improve the lives of all villagers

Thesgora is just the first of many villages that Lifebuoy worked with

For every donation made, Lifebuoy will match the donation amount for its

handwashing programmes.Lifebuoy will also donate 1 rupee to handwashing

programmes every time the ‘Help a Child Reach 5’ video is shared online

The handwashing programmes are part of Lifebuoy’s broader

handwashing programme portfolio, run in partnership with

partners including PSI, Millennium Villages Partnership and UNICEF

RAISE

AWARENESS AMPLIFY ENGAGEMENT ACTION

Lauching the film

Kajol promoting activites for the film & the campaign

hastag #helpachildreach5 on Twitter

Use the youtube channel & face app for donation

The handwahsing progrqammes

PR activities & global events

Children tell their

parents

Parents educate

their chidren

Supporters donate

Community

reaction

6 villages in India adopted

1 in 3 mothers who never did so before now wash their

hands with soap

Incidence of diarrhea among children in the villages reduced

from 42% in 11%

RESULT

The campaign impacted the hand washing habits of 58

million people in India

Coverage in 300 national print, online and broadcast media

worth over US$740 million (INR 46.6 million)

RESULT

REFERENCE

http://www.dandad.org/en/behind-idea-lifebuoy/

http://www.lifebuoy.com/socialmission/help-childreach5/helpchild.aspx

http://www.hul.co.in/mediacentre/pressreleases/2013/Lifebuoy_to_exp

and_Help_a_Child_Reach_5_campaign_to_17_countries.aspx

http://www.socialsamosa.com/2013/03/social-media-campaign-

review-lifebuoy/

http://www.hul.co.in/mediacentre/newsandfeatures/2013/Kajol-joins-

Help-A-Child-Reach-5-campaign-to-promote-handwashing.aspx

http://globalhandwashing.org/global-handwashing-day/

THANK YOU

MOPy FISH TEAM