The One Show
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Category
Direct Marketing
Annual ID
OS22_HW043M
About the Work
This campaign predates Covid-19 Global handwashing education efforts.
A response driven activation that impacted 5mn lives and contributed 5% to Lifebuoy's global mission for the year!
Over 60% Indians wash their hands only with water (and no soap) before eating and after using toilet (Source: INSS). This social behaviour spreads fatal diseases like cholera, diarrhoea, pneumonia etc.
Lifebuoy with its brand purpose is committed to finding ways to protect people from illnesses and improve health outcomes, one hand wash at a time.
The Kumbh festival (World’s largest human gathering) poses as the perfect opportunity for the brand to live up to its proposition. With 150 million pilgrims visiting a 60-day makeshift town with 4,200 tents, 660 mass food courts and 1.5 lakh portable toilets, fatal infections are highly likely to spread. In fact, there have been multiple cases of Cholera epidemics at the Kumbh in the past, a 2013 survey evidenced a peak in diarrheal diseases and upper respiratory tract infection symptoms just after the first bathing day (Source: IJID 2016).
When Lifebuoy approached us, they aimed to inculcate the practice of handwashing with soap, leading to a more hygienic Kumbh this year.
Creative Idea:
Changing 150 million people’s poor hygiene habits overnight is impossible. So, we decided to create a social-hacking solution that takes advantage of what Indians have naturally done for millennia - washing hands with just water.
Hackwashing is the process of using a special wearable ink made of Lifebuoy formula which turned into antibacterial soap and lathered when brought in contact with water, washing off all the germs. So just by directly imprinting people’s hand outside food courts and toilets, we ensured they also use germ killing soap when they rinse their hands with water.
We picked the epicentres of the infections – the food courts and toilets – where the devotees are often oblivious to hygiene. We replaced the token system (Entry ticket) outside these areas with our unique Hackwashing stamp made of Lifebuoy formula. Our medium? Their own hands! A readily available medium, absolutely free of charge!
A response driven activation that impacted 5mn lives and contributed 5% to Lifebuoy's global mission for the year!
Over 60% Indians wash their hands only with water (and no soap) before eating and after using toilet (Source: INSS). This social behaviour spreads fatal diseases like cholera, diarrhoea, pneumonia etc.
Lifebuoy with its brand purpose is committed to finding ways to protect people from illnesses and improve health outcomes, one hand wash at a time.
The Kumbh festival (World’s largest human gathering) poses as the perfect opportunity for the brand to live up to its proposition. With 150 million pilgrims visiting a 60-day makeshift town with 4,200 tents, 660 mass food courts and 1.5 lakh portable toilets, fatal infections are highly likely to spread. In fact, there have been multiple cases of Cholera epidemics at the Kumbh in the past, a 2013 survey evidenced a peak in diarrheal diseases and upper respiratory tract infection symptoms just after the first bathing day (Source: IJID 2016).
When Lifebuoy approached us, they aimed to inculcate the practice of handwashing with soap, leading to a more hygienic Kumbh this year.
Creative Idea:
Changing 150 million people’s poor hygiene habits overnight is impossible. So, we decided to create a social-hacking solution that takes advantage of what Indians have naturally done for millennia - washing hands with just water.
Hackwashing is the process of using a special wearable ink made of Lifebuoy formula which turned into antibacterial soap and lathered when brought in contact with water, washing off all the germs. So just by directly imprinting people’s hand outside food courts and toilets, we ensured they also use germ killing soap when they rinse their hands with water.
We picked the epicentres of the infections – the food courts and toilets – where the devotees are often oblivious to hygiene. We replaced the token system (Entry ticket) outside these areas with our unique Hackwashing stamp made of Lifebuoy formula. Our medium? Their own hands! A readily available medium, absolutely free of charge!
2022 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R Commerce / Mumbai
Client / Brand
Hindustan Unilever Limited / Mumbai
Production Company
LIttle Lamb film / Mumbai
Art Director
Andrea Derby
Reshma Mercedo
Shravan Mairale
Copywriter
Julian Gutierrez
Ingrid Dsouza
Chief Creative Officer
Mukund Olety
Creative Director
Meenal Brahmane
Director
Madhurya Alankaar
Executive Creative Director
Arpan Jain
Chief Executive Officer
Pooja Jauhari
Creative
Jorge Thauby
Global Chief Creative Officer
Manuel Borde
Business Director
Siddharth Agrawal
CHIEF OPERATING OFFICER
Shankar Shinde
Operation head
Ajay Mishra
Regional Operation Head
Ashish Shrivastava
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