MullenLowe Group leads Lifebuoy’s global Handwashing Day campaign

H for Handwashing is the award-winning global behaviour change program created by Lifebuoy and MullenLowe Group in 2020. The campaign aims to teach children the importance of good hygiene by co-creating programmes with education, health, humanitarian, and behaviour change experts to encourage handwashing habits in children from a young age. Today, the leading household brand has reached over 12 million schoolchildren within its first two years. In its third year, the campaign has no plans to slow down.

This year, the brand will increase its impact even further. Lifebuoy’s new ‘H for Handwashing’ CEOs will be children aged between six and 12. Each was chosen due to their passion for positively impacting their local community in remarkable ways. The primary role of the CEOs will be to use their voice to spread the hand hygiene message to other kids.

Poh Khim Yin, Global Brand Lead of Lifebuoy, said: “While 2020 was about awareness and 2021 was about action, 2022’s ‘H for Handwashing’ campaign will be all about driving impact. Schools have been Lifebuoy’s most impactful touchpoint for decades. Now we’re harnessing the power of peer-to- peer learning, inspiring and cultivating a new generation of hand hygiene ambassadors.”

A Marketing Campaign Rooted in Unique Storytelling
Over 100,000 CEOs ages six to 12 years old have been appointed in over 20 countries to represent the brand. Three CEOs from India, Singapore and South Africa will be the face of Lifebuoy’s global marketing campaign, which will go live on 12 October. As part of the drive to create simple, meaningful, and purposeful content, Lifebuoy partnered with Nas Studios to share the incredible story of Vishalini (India), Shannon (Singapore) and Prince (South Africa).

The Indian CEO is an eight-year-old girl who has accomplished a lifetime achievement at seven. Vishalini created a floating house to protect her family from floods and potential drowning. She was awarded a patent for the design, and through the content, viewers can hear her incredible story as well as see her promise to help inform other kids about the power of handwashing to protect lives.

“We know the pester power of kids for purchases, but we’ve never harnessed the power of kids to impact behaviour change in this way. Their talent, confidence and actions are an inspiration, allowing us to empower children to create positive change and protect their communities. By working with Nas Studios, we know we can reach new audiences using their unique style, creativity, and approach to share our work. We are excited to see the next generation get involved,” says Poh Khim Yin.

The H for Handwashing CEOs will be equipped to take the message forward using Lifebuoy’s decade- old proven behaviour change material and work on the ground. They will visit schools, sharing Lifebuoy’s alphabet book, handwashing games, videos, posters, and more to help drive lasting behaviour change.

The brand wants to advocate for more governments to put H for Handwashing in their national curriculum. This Global Handwashing Day, Lifebuoy is harnessing the power of peer-to-peer learning within the context of early childhood learning. Numerous studies have shown that children are more likely to change their behaviour when influenced by others. One study found that 59% of students changed their behaviour after being influenced by their peers. As well as discussing the importance of handwashing with their peers, the H for Handwashing CEOs will also call on key stakeholders like teachers and parents to ensure handwashing with soap is front of mind.

Lifebuoy is the world’s number one (1) hygiene soap brand, sold in over 100 countries. Through the Lifebuoy brand, the aim is to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, the brand has reached over 1 billion people through its handwashing programs. This great work has created a strong business impact as Lifebuoy is the fourth most consumed brand in the world, according to Kantar.