Lifebuoy Global Handwashing Day

Our brief:

Position Lifebuoy as the leader in the Global Hand Washing Day initiative by raising awareness of the importance of hand washing with Lifebuoy.

What we did:

We created an interactive activation at Soweto’s Maponya Mall and got Jozi FM’s DJ Prince to MC the event. Lifebuoy ambassador, Yvonne Chaka Chaka produced the Bumbanani song (meaning ‘let’s unite’) and we commissioned local dancers to choreograph a Hand Washing dance as an icon for the initiative.

Competitions were held, whereby consumers who bought Lifebuoy within the mall won Lifebuoy hampers. This helped educate consumers about the importance of hand washing with Lifebuoy and encouraged them to pledge to wash their hands by signing the Lifebuoy pledge board.

Results:

Over 1000 bars of Lifebuoy were distributed to shoppers, while more than 100 signatures were added to the pledge board. We also enjoyed media coverage in the Daily Sun & Beeld.