Campaign: Lifebuoy Roti
WPP company: Geometry Global India
Client: Lifebuoy (Unilever)

Poor hygiene kills over 1.1 million children annually in developing countries. Lifebuoy, Unilever’s health soap brand, wanted to spread the message that hand washing with soap is one of the best ways to prevent stomach infections and respiratory problems.

Geometry Global India stamped 2.5 million fresh rotis, an Indian bread served at almost every meal, with the question “Did you wash your hands with Lifebuoy?”. The rotis were distributed at Maha Kumbha Mela, India’s largest festival of faith, which in 2013 saw over 100 million people coming to Allahabad to pray, live and eat together. Free Lifebuoy soap was provided at washing facilities, and hoardings and banners across the Kumbha area spread awareness.

Results:

The campaign garnered 80 million global media impressions, resulting in earned media amounting to $59.3 million (ROI of over 1600 times). The cost per direct contact was less than 1 cent. Lifebuoy’s market share is at a 3-year high.

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