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

00:00

🚿 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

Diarrhea is a condition characterized by loose, watery bowel movements. It is a common ailment that can be caused by various factors, including infections, food intolerance, or certain medications. In the context of the video, diarrhea is a significant health issue, particularly in developing countries, where it is responsible for the deaths of 1.1 million children annually. The script underscores the importance of hygiene in preventing such diseases.

💡Developing Countries

Developing countries are nations with a lower standard of living, underdeveloped industrial base, and lower Human Development Index (HDI) compared to developed countries. The video script highlights the plight of children in these countries, where basic sanitation and hygiene practices are not as prevalent, leading to higher rates of diarrhea and related fatalities.

💡Maha Kumbh MAA

The Maha Kumbh MAA is a massive religious festival in India, which is considered the largest gathering of people in the world. Held every 12 years, it is a sacred event for Hindus where over 100 million people participate in prayers and rituals. The video script uses this event as a backdrop to convey a hygiene message, emphasizing the importance of handwashing during such a large communal gathering.

💡Hygiene

Hygiene refers to the set of practices that help maintain health and prevent the spread of diseases, especially by maintaining cleanliness. In the video, the promotion of handwashing with soap is a central theme, as it is a simple yet effective way to improve personal hygiene and prevent the spread of diseases like diarrhea.

💡Lifebuoy Soap

Lifebuoy is a brand of soap that is known for its health-focused marketing campaigns, often emphasizing the importance of handwashing to prevent diseases. In the script, Lifebuoy soap is used as a medium to communicate the message of hand hygiene, particularly during the Maha Kumbh MAA festival.

💡Heat Stamp

A heat stamp is a method of imprinting a message or design onto a surface using heat. In the context of the video, Lifebuoy uses a heat stamp to leave a message on rotis, a type of Indian bread, reminding people to wash their hands before eating. This innovative approach is used to reach a large audience at the Maha Kumbh MAA.

💡Roti

Roti is a type of Indian flatbread that is a staple food in the Indian subcontinent. It is typically eaten by hand, which makes it an ideal medium for the heat stamp message in the video. The script mentions that over 2.5 million fresh rotis were stamped with the message 'Did you wash your hands with Lifebuoy?' to promote hand hygiene.

💡Team

In the video script, a team refers to a group of people working together towards a common goal. Over 30 days, a team of 100 people was involved in stamping rotis with the hygiene message, demonstrating the collaborative effort required to execute such a large-scale public health campaign.

💡Visitors

Visitors in this context are the attendees of the Maha Kumbh MAA festival. The script mentions that the campaign reached over 5 million visitors, indicating the scale of the audience that was targeted with the hygiene message.

💡Public Health Campaign

A public health campaign is an organized effort to raise awareness about a health issue and promote behaviors that improve public health. The video describes a campaign by Lifebuoy to encourage handwashing with soap, using the Maha Kumbh MAA festival as a platform to reach a vast number of people and educate them about the importance of hygiene.

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.