Across the globe, each year diarrhea and pneumonia claim the lives of 2 million kids before they reach age five. Research shows that regular hand washing with soap significantly cuts the the risk of diarrhea, respiratory infections, and eye infections.
Lifebuoy soap adopted the Indian village Thesgora, with a plan to demonstrate how changing hygiene habits helps reduce these deadly childhood diseases. The video gives some background. You can also check out Lifebuoy’s Facebook page to keep monitor the campaign.
Ultimately Lifebuoy hopes that by calling attention to this issue and working closely with NGOs and governments, it can change the handwashing behavior of one billion people. Good for children’s health, good for the sale of soap, and good for Lifebuoy.
I like this social marketing campaign for several reasons. First, it deals with an important social issue. Second, it fits with the brand. Third, Lifebuoy is leveraging the power of social media through Facebook — where the softsell campaign is a natural “Like” and “Share” so customers hear about it from their friends instead of directly from the brand.
What do you think? How does it make you feel about Lifebuoy soap? Is this campaign a good idea? Why or why not?