Saving Lives Through Lifebuoy’s “Help a Child Reach 5” Social Marketing Campaign

Sonal Kureshi () and Sujo Thomas ()
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Sonal Kureshi: Indian Institute of Management Ahmedabad
Sujo Thomas: Ahmedabad University

Chapter Chapter 17 in Social Marketing in Action, 2019, pp 257-269 from Springer

Abstract: Abstract “Saving Lives through Lifebuoy’s ‘Help a Child Reach 5’ Campaign” describes the launch and effect of this campaign. It discusses a social marketing initiative by Hindustan Unilever conceived to fight the grave issue of child. They identified a cost-effective way to deal with the problem through the simple task of hand washing. The company partnered with several global bodies as well as village communities to achieve its goal. The campaign model was structured to benefit Lifebuoy through building an image of a socially conscious brand, as well strengthening its positioning of health soap, while ensuring the healthy lives of millions of people. First, the case focuses on the reasons which prompted the company to launch this initiative and further to create, promote, and manage a brand over time. Second, the case focuses on the barriers and competitions that the company had to face to achieve its objectives. The case further examines the outcome of the campaign and the lessons learnt.

Keywords: Soap; Lifebuoy; Hand washing; Child mortality; HUL; India (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_17

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DOI: 10.1007/978-3-030-13020-6_17

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