The One Show
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Category
Creative Effectiveness / CSR
Annual ID
OS22_CE023M
About the Work
Lifebuoy is the world’s largest selling germ protection soap, with a 100-year history of promoting hygiene to prevent illnesses and save lives. Over the years humanity has faced several widespread disease outbreaks with high fatalities. Correct hand hygiene has been proven to help save lives.
However, there remains a gap between being hygiene aware and being hygiene compliant which could potentially cripple the world again in future pandemics.
OUR TASK: FUTUREPROOF HUMANITY AGAINST DISEASE OUTBREAKS.
An ordinary advertising campaign would fail to yield the desired results. Our experience in hygiene-education told us we need more fundamental interventions, to effect behavior-change.
Our exploration led us to an undeniable fact of childhood development: The first lessons of life are hardcoded in us. Early learning and language skills go hand-in-hand in establishing patterns and memory.
Our strategy was therefore to hardcode handwashing through one of the first lessons children learned – their ABCs. The letters of the alphabet are taught by building associations with simple everyday things – A is for Apple, B is for Ball and so on. We chose to introduce handwashing into the format of the ABCs, so that children everwhere would learn at a very early age, this potentially life-saving habit.
The Idea
No longer would "H" stand for Horse, Hat or Home. "H" would stand for Handwashing. This unconventional approach paid off - we helped change a century-old teaching curriculum and brought our message to millions of children globally.
However, there remains a gap between being hygiene aware and being hygiene compliant which could potentially cripple the world again in future pandemics.
OUR TASK: FUTUREPROOF HUMANITY AGAINST DISEASE OUTBREAKS.
An ordinary advertising campaign would fail to yield the desired results. Our experience in hygiene-education told us we need more fundamental interventions, to effect behavior-change.
Our exploration led us to an undeniable fact of childhood development: The first lessons of life are hardcoded in us. Early learning and language skills go hand-in-hand in establishing patterns and memory.
Our strategy was therefore to hardcode handwashing through one of the first lessons children learned – their ABCs. The letters of the alphabet are taught by building associations with simple everyday things – A is for Apple, B is for Ball and so on. We chose to introduce handwashing into the format of the ABCs, so that children everwhere would learn at a very early age, this potentially life-saving habit.
The Idea
No longer would "H" stand for Horse, Hat or Home. "H" would stand for Handwashing. This unconventional approach paid off - we helped change a century-old teaching curriculum and brought our message to millions of children globally.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Lowe Lintas / Mumbai
MullenLowe / Singapore
Dialogue Factory / Mumbai
MullenLowe Salt / Singapore
Weber Shandwick / Singapore
Chief Creative Officer
Sagar Kapoor
Creative Director
Ashish Kadam
Eshwari Pandit
Satendra Mhatre
Group Creative Director
Joybrato Dutta
Nitin Sawant
Account Director
Tan Long
Ujwal Sharma
Creative
Amey Pandit
Uday Jumle
Executive Vice President
Sharmine Panthaky
Senior Producer
Herbert Leung
Associate Vice President
Prathamesh Kulkarni
Brand Services Manager
Adarsh More
Business Unit Director
Suzy Goulding
Chief Marketing Officer, Personal Care
Samir Singh
Creative Support Executive
Sayed Mohammed Mustafa
Vivek Warang
Yogesh Anabhavane
Global Assistant Brand Manager - Lifebuoy
Aditi Wahal
Payal Shah
Global Brand Director - Lifebuoy
Parnil Sarin
Global Brand Manager - Lifebuoy
Aarti Daryanani
Global Brand Vice President - Lifebuoy
Kartik Chandrasekhar
Global Business Director
Vinay Vinayak
Global Digital Director - Lifebuoy
Triveni Rajgopal
Global Planning Director
Jonathan Nienaber
Intern
Zayed Peshimam
Regional Creative Officer
Sarvesh Raikar
Senior Agency Producer
Jarron Fernandes
Vice President, Client Experience
Ben Hickey
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