The brand’s key social program is Help A Child Reach 5 and is acclaimed by the brand expert David Aaker.
As Aaker explains, this program saves lives by spreading the importance of good handwashing habits around the world.
Aaker further explains the program is driven by two key facts:
1. Every year, 2 million children fail to reach their fifth birthday because of diseases like diarrhea and pneumonia.
2. Handwashing with soap at key occasions can reduce diarrhea by 45% and pneumonia by 23% worldwide, thus reducing infant deaths substantially.
This campaign was holistic in nature in that it encompassed the following.
In India employees volunteered to teach children about the importance of hand washing.
To allow the children put what they learned in action, Unilever retrofitted water pumps. Ultimately, this enabled children to form habits of washing their hands.
In 2012 their Dubai office set a Guinness World Record by getting people from 72 countries to wash their hands at the same time.
Lifebuoy’s social program has been regarded as the most impactful program in terms of number of people reached.