Upload
nghia-le-trong
View
204
Download
0
Embed Size (px)
Citation preview
Every year more than 2 million children
under the age of 5 die of infections like
diarrhoea and pneumonia
The village of Thesgora, in Madhya
Pradesh, which has one of the highest
rates of diarrhoea
Many of these deaths
are easily preventable
simply by washing
hands with soap
BACKGROUND
“We have taught 130 million people healthy hand washing habits for life.
We will expand to new villages across 17 countries to end preventable child deaths, one
village at a time” Samir Singh, Global Brand VP, Lifebuoy
Spreading the importance of good handwashing habits around the world
& changing the handwashing behaviours, most importantly helping more
children reach their 5th birthday.
Aim to change the hand washing habits of 1 billion people by 2015,
cocreated the global handwashing day holding the world’s record for the
most people hand washing at the same time.
OBJECTIVE
Children, especially school
children Parents, especially new mothers
Community groups, like-minded individuals & organisations who care about
such causes
TARGET AUDIENCE IN ALL OVER THE WORLD
A lot of these death can be prevented by the simple
act of washing hands with soap.
Help us celebrate the 5th birthday of every child.
LIFEBOUY’S MESSAGE
Heartfelt stories of parents whose children had succumbed to
these diseases and yet were stunned by the lack of
knowledge that a small act like washing hands with soap can
save a child's life
PR IDEAS
Team up with national icon, actor Kajol Devgn, for various
events to help get our hand-washing message across and
more broadly
PR IDEAS
Use existing opportunities at high level international and
national events including press conferences, a reality TV
show, The General Assembly of the UN and the World
Economic Forum to amplify the hygiene message
PR IDEAS
RAISE
AWARENESS AMPLIFY ENGAGEMENT ACTION
We want people to be inspired to act & make a real difference to the lives of these children
WATCH Gondappa’s
story and hear from
other parents about
the film
PLEDGE your
support for
handwashing with
soap
SPREAD the world by
sharing the film &
teaching others the
importance of
handwashing with
soap
WASH your hand
with soap at key
occassions
and teach children
to do the same
The inspiration for the film came from real life stories of how parents in rural India express
their gratitude when they overcome adversities
The story had to not only open people’s minds to the avoidable deaths,
but move them to care and share it with others.
A story of a father in The village of Thesgora who is so overcome with delight that his
first child has survived till the age of 5, that he decides to walk on his hands to the
nearby temple and seek God’s blessing
The Youtube channel, ‘helpachildreach5’, too invites you to make the pledge, and
redirects you to the Facebook app, where you can make the pledge
To be able to pledge your support to the cause, you must ‘Like’ Lifebuoy’s
Facebook page. The pre-framed pledge can then be shared to your
Facebook wall
The pledge can also be shared on Twitter through the hashtag
‘#helpachildreach5’
Even today a child dies every 15
seconds of diseases that could have
been prevented by the simple act of
handwashing with soap. This is not
acceptable. This Global Handwashing
Day, everyone has a role to play …
we can help more children celebrate
their 5th birthday
KAJOL
A famous Indian actor
A Campaign advocate
A voluntary campaign
ambassador
Attended the United Nations General Assembly Week to speak with world
leaders and policy makers about the importance of handwashing with soap
Attended public events to raise the awareness of the issue by promoting the
campaign landmark film “Help a child reach 5”
Release a film of Kajol speaking about the importance of handwashing to
prevent child deaths and urging people to donate to the cause and share
Lifebuoy’s award-winning ‘Help a Child Reach 5’ video
THE HANDWAHSING PROGRMAMMES
Lifebuoy will be working directly with school children, neonatal mums and
community groups to encourage handwashing with soap at 5 key occasions in order
to help every child reach five and improve the lives of all villagers
Thesgora is just the first of many villages that Lifebuoy worked with
For every donation made, Lifebuoy will match the donation amount for its
handwashing programmes.Lifebuoy will also donate 1 rupee to handwashing
programmes every time the ‘Help a Child Reach 5’ video is shared online
The handwashing programmes are part of Lifebuoy’s broader
handwashing programme portfolio, run in partnership with
partners including PSI, Millennium Villages Partnership and UNICEF
RAISE
AWARENESS AMPLIFY ENGAGEMENT ACTION
Lauching the film
Kajol promoting activites for the film & the campaign
hastag #helpachildreach5 on Twitter
Use the youtube channel & face app for donation
The handwahsing progrqammes
PR activities & global events
Children tell their
parents
Parents educate
their chidren
Supporters donate
Community
reaction
6 villages in India adopted
1 in 3 mothers who never did so before now wash their
hands with soap
Incidence of diarrhea among children in the villages reduced
from 42% in 11%
RESULT
The campaign impacted the hand washing habits of 58
million people in India
Coverage in 300 national print, online and broadcast media
worth over US$740 million (INR 46.6 million)
RESULT
REFERENCE
http://www.dandad.org/en/behind-idea-lifebuoy/
http://www.lifebuoy.com/socialmission/help-childreach5/helpchild.aspx
http://www.hul.co.in/mediacentre/pressreleases/2013/Lifebuoy_to_exp
and_Help_a_Child_Reach_5_campaign_to_17_countries.aspx
http://www.socialsamosa.com/2013/03/social-media-campaign-
review-lifebuoy/
http://www.hul.co.in/mediacentre/newsandfeatures/2013/Kajol-joins-
Help-A-Child-Reach-5-campaign-to-promote-handwashing.aspx
http://globalhandwashing.org/global-handwashing-day/