Lifebuoy Hand Wash Campaign - Creative Communication

Summary

Lifebuoy's campaign at the Mahakumb MAA India 2013, the world's largest religious festival, aimed to prevent diarrhea-related child deaths in developing countries. Leveraging the gathering of over 100 million people, they promoted handwashing with soap before eating. By stamping a message on 2.5 million rotis, an Indian bread staple, their team reached over 5 million visitors, encouraging a simple yet life-saving habit.

Takeaways

• 🚨 Diarrhea is a significant cause of death among children in developing countries, claiming 1.1 million lives annually.
• 🙏 The Mahakumb MAA in India is the largest religious festival globally, attracting over 100 million people.
• 🤲 The festival is a communal event where people pray, live, and eat together, presenting a unique opportunity for public health messaging.
• 🧼 Lifebuoy soap identified the festival as an ideal platform to spread the message of hand hygiene before eating.
• 🍞 Indian meals are commonly served with roti, a type of bread that is traditionally eaten with hands.
• 💡 Lifebuoy created a heat stamp to imprint a message on roti, reminding people to wash their hands with soap.
• 🔗 The message 'Did you wash your hands with Lifebuoy?' was used to create a connection between hygiene and the act of eating.
• 🔍 Over 30 days, a team of 100 people worked in 100 kitchens to stamp over 2.5 million fresh rotis.
• 📈 This initiative reached out to more than 5 million visitors at the Mahakumb MAA, amplifying the message of handwashing.
• 💧 The campaign highlights the importance of handwashing with soap as a simple yet effective way to prevent diseases like diarrhea.
• 🌏 The success of this campaign underscores the potential of leveraging cultural events for public health education.

Q & A

What is the main issue addressed in the video script?

The main issue addressed is the high mortality rate of children due to diarrhea in developing countries, which can be prevented through handwashing with soap.

How many children does diarrhea kill annually according to the script?

Diarrhea kills 1.1 million children annually in developing countries.

What is the Mahakumb MAA India 2013 mentioned in the script?

The Mahakumb MAA India 2013 is the largest religious festival on the planet, where over 100 million people gather to pray, live, and eat together.

Why did Lifebuoy soap choose the Mahakumb MAA as an opportunity for their campaign?

Lifebuoy saw the Mahakumb MAA as an ideal platform to convey the message of handwashing with soap before eating due to the large gathering of people.

What is the significance of the medium used in the campaign?

The medium used is the 'roti' or Indian bread, which is served with almost every Indian meal and is traditionally eaten with hands, making it a relevant and impactful medium for the message.

What was the method used to convey the message on the rotis?

A heat stamp capable of leaving a simple message 'Did you wash your hands with Lifebuoy?' was used on the rotis.

How many people were involved in the campaign at the kitchens?

Over 30 days, a team of 100 people was involved in stamping the messages on the rotis.

How many rotis were stamped with the message during the campaign?

Over 2.5 million fresh rotis were stamped with the message.

What was the estimated reach of the campaign at the Mahakumb MAA?

The campaign aimed to reach over 5 million visitors at the Mahakumb MAA.

What is the hope for the people after the campaign?

The hope is that people will remember to wash their hands with soap before their next meal, reducing the incidence of diarrhea-related deaths.

What is the underlying message of the campaign?

The underlying message is the importance of hygiene, specifically handwashing with soap, in preventing the spread of diseases like diarrhea.