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2022 One Show - Creative Effectiveness

Lifebuoy - H for Handwashing

Agency Lowe Lintas / Mumbai + MullenLowe / Singapore

Client Unilever


Multi-Country or Global / CSR

Annual ID


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.

2022 Awards

Total Points: 3




Lowe Lintas / Mumbai
MullenLowe / Singapore
Dialogue Factory / Mumbai
MullenLowe Salt / Singapore
Weber Shandwick / Singapore

Chief Creative Officer

Sagar Kapoor

Group Creative Director

Joybrato Dutta
Nitin Sawant

Account Director

Tan Long
Ujwal Sharma


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


Zayed Peshimam

Regional Creative Officer

Sarvesh Raikar

Senior Agency Producer

Jarron Fernandes

Vice President, Client Experience

Ben Hickey


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