1. Region(s): APAC Country(s): Indonesia Industry Sector(s): Cosmetics/Toiletries/Beauty Target Audience(s): All adults Challenge/Insight 1 out of 5 young children in Indonesia do not reach the age of 5 and die young because of diseases like Cholera and Diarrhea. The cases of death were highest in one of the areas of Indonesia called NTT. Some of these cases, which are caused due to infections, can be brought down by simple act of hand washing. Unfortunately there are very few hand-wash facilities available for children in public places and schools Moreover, hand washing with soap is not top of mind or a priority for a lot of these audiences. It is a habit that takes time to build. Lifebuoy is a well-established brand in Indonesia. Consumers associate Lifebuoy with health and it is known as the best brand to protect against germs. The brand wanted to raise awareness about the Strategy/Ideas Washing hands with soap is a daily habit and this behavior transformation happens over a period of time. Lifebuoy across the globe has been instrumental in driving the hand-wash hygiene initiatives. As a part of one of the many initiatives, the brand celebrates Global Hand washing Day every year to raise awareness about hand-wash The brand wanted to leverage its equity and association with the Global Hand washing day further. In 2013, it wanted to raise awareness and support for the problem in NTT and remind people about the importance of hand washing Unlike many other countries, Indonesia is a collective society and an average Indonesian believes in doing good for others. The brand created a movement called “Adopt a village in Unilever Lifebuoy– Every drop counts (1)To update this brand zone text, double click here20/10/2013

2. Execution/Activation In order to get more and more people to pledge it was important for us to show how thousands of people were already supporting the cause. When people see that some one else is already supporting, they are motivated to support. We took this thought a step further. How about telling the average Indonesian, minute by minute, how many people are supporting the cause. This is how we did it 1. The brand created a ‘Hand washing booth’ where people could come and wash their hands. These booths were places at high footfall areas like malls and multiplexes etc. These hand wash booth were made using a combination of technologies. 2. At these booths we created special lifebuoy handwash bottles, which had a chip that Results/Effectiveness · The campaign witnessed overwhelming response. More than 7.2 million pledges came in support of the campaign. These people not only supported the cause, the activation also raised awareness about hand wash · This means Lifebuoy contributed to more than 720 million Indonesian rupiah or approx. US 60,000 to the cause(@100 rupiah per pledge) · The brand gained on certain attributes as below : 1. ‘Use Now days’ attribute increased from 52 – 55 2. Attribute for Lifebuoy ‘Protection from germs’ increased from 80 - 83 Unilever Lifebuoy– Every drop counts (2)To update this brand zone text, double click here20/10/2013