Lifebuoy Hand Wash Campaign - Creative Communication

LIQVD ASIA
22 Feb 201302:08

Summary

TLDRLifebuoy'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.

Outlines

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Mindmap

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Keywords

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Highlights

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Transcripts

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Étiquettes Connexes
Handwashing AwarenessChild HealthHygiene CampaignMaha Kumbh MelaPrevent DiarrheaSoap BrandIndian FestivalHealth EducationFood SafetySocial Impact
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