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Lifebuoy ‘Jump Pump’ makes washing hands fun and appealing to children

Between April to May this year, 1,500 rural schools across UP and Maharashtra have been impacted by this activation, conceptualised by Geometry Global, Ogilvy’s activation agency

Sarmistha Neogy | Mumbai | May 9, 2014

Lifebuoy-TVC Click on the image to watch the TVC.

Lifebuoy has come up with an on-ground activation to spread awareness of washing hands. Over the years, the company has initiated many awareness programmes among children to instil in them the need to wash their hands properly.

In an alarming statistic where a country like India loses 2 million children to diarrhea, a simple act of washing hands with soap also has the potential to change these startling figures by saving numerous lives. Attention was also drawn towards raising awareness about the five critical hand washing occasions in a day. Out of these five, one of the most important is washing your hands with soap before eating.

Thus a campaign was conceptualised by Geometry Global to address this area of concern. In April 2014, Lifebuoy chose the occasion of mid-day meals, which feeds over 120 million children a day, to convey this message. The brand sensed huge saw huge opportunity here to target the maximum number of children across schools.

Geometry Global, an Ogilvy entity, is the largest and most geographically complete activation agency of its kind, providing brand marketers with a unique solution for an unmet need: Precision Activation.

Speaking about the campaign, George Koshy, General Manager (Skin Cleansing), Hindustan Unilever, said, “Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach, appealing to children in a manner that is fun and enjoyable.”

After a research conducted by Lifebuoy and Geometry Global , it was found out that children in many rural schools were not washing their hands before lunch, despite the availability of soap. The reason was that they found it difficult to operate the heavy hand-operated hand pumps which are the only way to access water in these schools. So they avoided coming near them and didn’t bother to wash their hands before lunch. This is where Lifebuoy decided to intervene to solve the problem and inculcate in every child the habit of washing hands.

The agency decided to turn the boring and cumbersome hand pump into a fun game, while making it easier to operate. Specially crafted rocking horses, made from a combination of wood and metal with a simple screw-on mechanism was crafted on to the handles of these hand pumps in schools – transforming them into “Jump-Pumps”. At lunchtime, when children headed out of class for their meal, they were taken by surprise with this colourful addition to their school premises. Promoters explained the concept and the proper technique of washing hands with soap along with putting up posters at prominent spots in the school to explain the “Jump Pump” game. Lifebuoy soap was also provided to ensure soap availability throughout the activation period.

Vipul Salvi, National Creative Director , Geometry Global India, said, “We need to keep pushing the limits of creativity to help solve basic problems like poor hygiene...the great thing about the Jump Pump is that it worked like a charm with kids while being cost-effective and easy to implement.”

Rahul Saigal, President, Geometry Global India, further said, “Sometimes the best way to teach kids an important lesson is to distract them into learning. You can't engage children by mere preaching; you need to talk to them in a language they understand – the language of play.”

Between April to May this year, 1,500 rural schools across Uttar Pradesh and Maharashtra have been impacted by this activity.

The TVC:



Client: Lifebuoy (HUL)

Agency: Geometry Global India

National Creative Director: Vipul Salvi

President: Rahul Saigal


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