Lifebuoy Hand Wash Campaign - Creative Communication
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
🚿 Promoting Handwashing at Mahak Kumb MAA
This paragraph discusses the alarming statistic that diarrhea kills 1.1 million children annually in developing countries, a tragedy that Lifebuoy believes can be prevented through proper hygiene practices. The script highlights the Mahak Kumb MAA in India, the largest religious festival on Earth, which attracts over 100 million people who pray, live, and eat together. Lifebuoy saw this event as an opportunity to spread the message of handwashing before eating. The brand used a heat stamp on rotis, a staple Indian bread, to imprint a reminder to wash hands with soap. Over 30 days, a team of 100 people stamped over 2.5 million fresh rotis, reaching over 5 million festival visitors. The initiative aimed to instill the habit of handwashing before meals among the attendees.
Mindmap
Keywords
💡Diarrhea
💡Developing Countries
💡Maha Kumbh MAA
💡Hygiene
💡Lifebuoy Soap
💡Heat Stamp
💡Roti
💡Team
💡Visitors
💡Public Health Campaign
Highlights
Diarrhea still kills 1.1 million children annually in developing countries.
Lifebuoy believes this can be averted.
Maha Kumbh Mela in India 2013 was the largest religious festival on the planet.
Over 100 million people came to pray, live, and eat together at the Maha Kumbh Mela.
Lifebuoy soap saw this as the perfect opportunity to convey an important message.
The message was to always wash your hands with soap before you eat.
A medium called 'roti' or Indian bread is served with almost every Indian meal.
The only way to eat roti is with your hands.
Lifebuoy created a heat stamp capable of leaving a simple message on a roti.
The message was 'Did you wash your hands with Lifebuoy?'
Over 30 days, a team of 100 people stood in 100 kitchens stamping over 2.5 million fresh rotis.
This campaign helped reach out to over 5 million visitors at the Maha Kumbh Mela.
The aim is for people to remember to wash their hands before their next meal.
Praying that people will follow this hygiene practice.
Transcripts
diarrhea still kills 1.1 million
children annually in developing
countries life boy believes this can be
averted the mahak kumb MAA India 2013
the largest religious Festival on the
planet over a 100 million people come
here to pray
together live together
and eat
together life booy soap saw this as the
perfect opportunity to convey an
important
message always wash your hands with soap
before you
eat a
medium the Roy or Indian
bread served with almost every Indian
meal
and the only way to eat
it is with your
hands we created a Heat
stamp capable of leaving a simple
message on a roe did you wash your hands
with life
boy and over 30 days a team of 100
people stood in 100 kitchens stamping
over 2.5 million fresh
roties helping us to reach out to over 5
million visitors at the mahak Kumba
MAA so will people remember to wash
their hands before their next
meal let's pray they do
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