HOW STORM HELPED LIFEBUOY FIND A UNIQUE WAY IN WEST BENGAL TO PROTECT PEOPLE FROM ILLNESSES, ONE HAND WASH AT A TIME.

• CLIENT : Lifebuoy
• CATEGORY : FMCG
• MEDIUM : Experiential

PROBLEM:

In India, 1.4 billion hands carry food from plates to mouths every day. More often than not, food is eaten with unwashed hands due to lack of handwashing facilities like soap and water. A simple act of cleaning hands before eating food can help protect people from various disease-causing germs

OUR SOLUTION:

Instill the importance of washing hands before eating meals. We saw this as a perfect opportunity to get consumers' attention at the exact time when handwashing is critical and provide them with a convenient and effective solution.

EXECUTION:

We tactically placed Lifebuoy Handwash booths near major street food joints in key parts of West Bengal and encouraged people to wash their hands before eating. Promoters also explained the concept and proper technique of washing hands with soap. Additionally, Lifebuoy soap was also provided to ensure soap availability throughout the activation period.

OUTCOME:

Over 15 days of action, 30K+ pedestrians practiced hand hygiene in this acclaimed experiential initiative. Sampling,awareness and product usage were the key metrics.