Global Handwashing

Background:
Lifebuoy has championed health through hygiene to bring effective germ protection to billions around the globe. In 2020, the world’s leading hygiene brand launched in Canada to bring its promise of better hygiene to Canadian families.

Objective:
To establish Lifebuoy’s credibility in the Canadian Market

Challenges:
Deep into the pandemic, challenges ranged from coordination, remote distribution and ensuring the hygiene kits are distributed in a safe and mindful manner

Insight:
Handwashing with soap is the most effective way to prevent hygiene-related illnesses. However, many living in poverty do not have access to soap and other hygiene products to keep them safe. On any given night, roughly 35,000 Canadians experience homelessness and do not have access to hygiene products that keep them safe and healthy.

Concept:
Win ‘Global Handwashing Day’ (October 15)

Execution:
October – November 2020: A cross branding partnership with Clean the World on Global Handwashing Day where hygiene supplies were distributed to underprivileged children and families in Canada. Each kit included:

• LB Hand Sanitizer 50mL TUBE
• 2 units of LB Hand Wash 190mL, Total 10
• 1 unit of LB Bar Soap, Total 10
• a Lifebuoy branded notecard
• Three Clean the World products – toothbrush, toothpaste and a soap bar

Volunteers reached out to 20 charities in Canada to distribute 500 hygiene kits each– a total of 10,000 hygiene kits.

The activation was promoted on
• Social media
• Joint press release (Canadian distribution)
• Clean the World newsletter (60K+-mailing list)

Results:
• 200 Volunteers registered (along with 847 friends and family) 10,000 kits distributed
• Press release: 21+ Media outlets published the press release 11.7M Impressions
• Social Media: 125K+ Reach 168K+ Impressions 19,500+ Post Engagements
• Clean the World newsletter 60K mailing list