Conceptualied by Lowe Lintas, the campaign is less about advertising and more to do with the brand’s laudable goal
BestMediaInfo Bureau | Delhi | February 26, 2013
Unilever’s health soap, Lifebuoy, has been teaching children healthy hand washing habits for almost a decade now. The brand has now launched a ground-breaking campaign with a three-minute film that seeks to inspire action from viewers to pledge support for Lifebuoy’s hand-washing programmes on the ground.
Samir Singh, Lifebuoy’s Global Vice-President, said, “Lifebuoy’s goal is to change the hand-washing behaviour of a billion people by 2015 in order to help save lives and reduce disease. On top of the work we have been doing on-ground for the last ten years, we needed people to support our cause in huge numbers to reach our goal. We wanted to tell the world the Lifebuoy story in a deeply emotional way. Our brief to Lowe was to translate the statistic of “2 million children still die in the world before the age of 5 due to preventable infections like diarrhoea and pneumonia” into something real, personal and powerful. And through this film, they have done just that”
R Balki, Chairman and Chief Creative Officer of Lowe Lintas, commented, “A small act like washing hands with Lifebuoy can save a child's life. This message needs to reach far and wide. So, we created this campaign that can open one's mind to this amazing message. A campaign that moves people to the extent that they care to share it with others."
The campaign is unique in a number of ways. Firstly, it is not about selling a product but about sharing a lofty brand purpose. Secondly, social media and technology play an important role in connecting like-minded people who are eager to do something to make this world a better place. It is this new community of people that the brand wants to tap into by inspiring them to spread the message of saving lives. Last, but not the least, this is not just about an ad, but about creating an act. It’s an act that will make a real difference, an act that allows individuals, professionals and organisations to come together and collaborate around the common goal of eliminating child deaths due to diarrhoea and pneumonia. This film is the beginning of that journey and a call to all to join this purpose.
Amer Jaleel, National Creative Director, Lowe Lintas, added, “We wanted this ad to evoke a meaningful response towards the initiative and not to say ‘what a beautiful ad’. It's a real, true and honest programme and the work should embody that. Judging from the responses we have from people and industry alike, I think we've managed to achieve this.”
The Campaign Video: