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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Excerpts Contd...
The Accolades
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On the whole, the program received positive coverage by the national as well as
international media. The Financial Times reported, “New distribution channels
have been developed for the (LSC) program, with representatives that are part
salespeople, part health workers sent to villages to teach schoolchildren the
importance of hand washing with soap...
Some Criticisms
In early 2001, HLL initiated a handwashing program in Kerala as part of the
GPPP-HW. But its initiative in Kerala faced protests from some
anti-globalization activists...
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Other Initiatives for Lifebuoy
The handwashing campaign was extended to urban areas
in August 2003 with the “Healthy Hindustan” campaign. For this, HLL
partnered with McDonald's Western India across cities like Mumbai, Pune,
Ahmedabad, and Vadodara to educate children about the benefits of
handwashing with soap... Outlook
By 2005, LSC was regarded as India's single largest
health and hygiene education program. Changing the behavior of people,
particularly in the rural areas was a big challenge for LSC, as these
behaviors were deeply rooted...
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Exhibits
Exhibit I: Lifebuoy “Swasthya Chetna Postal Cover”
Exhibit II: Lifebuoy “Swasthya Chetna” Logo
Exhibit III: A Brief Note on Unilever
Exhibit IV: List of HLL's Brands
Exhibit V: Lifebuoy logo
Exhibit VI: Pack-Shots of Lifebuoy Soaps
Exhibit VII: A Public-Private Partnership for Handwashing
Exhibit VIII: Campaigning for Health & Hygiene
Exhibit IX: Glo-germ Demonstrations
Exhibit X: Wall Painting of Lifebuoy |
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