Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign
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Case Details:
Case Code : MKTG147
Case Length : 21
Pages Period : 2001-2006
Organization : Hindustan Lever Limited / Unilever
Pub Date : 2006
Teaching Note : Available
Countries : India
Industry : FMCG
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"Swasthya Chetna is not about philanthropy. It's a
marketing program with social benefits. We recognize that the health of our
business is totally interconnected with the health of the communities we serve
and if we are to grow sales of our brand, we have to increase the number of
people who use soap."1
- Harpreet Singh Tibb, Senior Product Manager for Lifebuoy,
Hindustan Lever Ltd, in 2005.
"Unilever believes that one of the best and most
sustainable ways it can help to address global social and environmental concerns
is through the very business of doing business in a socially aware and
responsible manner."2
- Unilever, in its report “Global Challenges - Local
Actions”, in 2005. Lifebuoy Leaves its Stamp on India
In April 2006, Lifebuoy, a leading soap brand manufactured
and marketed by Hindustan Lever Limited (HLL), the Indian arm of the fast moving
consumer goods (FMCG) major, Unilever, became the first brand in India to be
featured on a postal cover.
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On the occasion of World Health day, on April 7, 2006, the Minister of State for
Communications and IT, Government of India (GoI), Dr Shakeel Ahmed, released a
special Lifebuoy “Swasthya Chetna Postal Cover” (Refer to Exhibit I for a
picture of the Lifebuoy “Swasthya Chetna Postal Cover”).
The Department of Post under the Ministry of Communications issued this Special
Postal Cover in recognition of the work done by HLL to increase awareness about
health and hygiene, through its Lifebuoy 'Swasthya Chetna'('Health Awakening')
program in rural India (Refer to Exhibit II for the Lifebuoy “Swasthya Chetna”
logo).
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Speaking on the occasion, Chief Post Master General of the Maharashtra3
Circle, K Noorjehan, said, “I congratulate Lifebuoy and Hindustan Lever for
initiating and assiduously implementing this socially beneficial movement.”4
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Lifebuoy's
“Swasthya Chetna” (LSC) was a five-year health and hygiene education
program launched by HLL, in 2002, in eight states across India. The
objective of this program was to educate around 200 million people in
rural and urban areas about the importance of adopting good 'health and
hygiene'practices.
The program spread awareness about germs and their adverse effects on
health, and how proper 'health and hygiene'practices, such as bathing
and washing hands with soap could prevent diseases like diarrhea. “Our
number one aim is to challenge the misconception that 'visibly clean'is
'hygienically clean'. |
Lifebuoy Leaves its Stamp on India
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