04/07/2023

PRESENTED BY:Prachandip Taujale

Sabitra ShresthaSheela Bhandari

Sujata Manandhar MBA Term IIIIII

Lifebuoy “Swasthya Chetna” (LSC): Unilever’s Societal Marketing Campaign

1

History

• Hindustan Vanaspati Manufacturing Company, formed in 1931.

• In1933-Lever Brothers India Ltd. was set up followed Traders Ltd.

• In1956- merged to form HLL.• In1990- consolidated its leadership position in the

FMCG market.• In 1998- launched ‘’Project Streamline”

History

• In 1998 -initiated a rural home –to-home effort ‘Project Bharat’

• In 2001- introduced a rural initiative called “Project Shakti”

• In 2002- started LSC for promotion in rural areas.• In 2003- engaged in “I-Shakti” that provided

solution to requirement of rural people.• In 2005-launched a water purifier product in India.

Background• Lifebuoy ,a leading soap brand manufactured

and marked by Hindustan Lever Limited.• First brand in India to be featured on a postal

cover.• Increase awareness about health and hygiene

through Lifebuoy Swasthya Chetna program.• One of the world’s largest self-sustained and

self-funded hygiene promotion projects.

Lifebuoy Swasthya Chetna

• Swasthya Chetna which means “Health Awakening”is a multi-phased activity.

• It is designed to spread awareness about the importance of washing hands with soaps.

• The main message of the project is “Visible clean is not really clean”.

Diarrhoea – Kills a child every 10 secs - 33%(1 mn) of these deaths are in India

LSHTM* Study - Washing hands with soap and water reduces diarrhoeal diseases by 47%

Business objective – To increase soap consumption in rural India

Lifebuoy - India’s leading health soap brand - Role in propagating health & hygiene awareness in villages

* London School of Hygiene & Tropical

Medicine

The Challenge in rural India: 1. Lack of awareness about disease causing germs2. Need for repeated contacts to drive behaviour change3. Lack of media reach

SWASTYA CHETNA

Lifebuoy – The Model

* Expect to complete by end 2007

Lifebuoy and Health• In the 1930s,Unilever started the ‘’Clean hands

help guard health” campaign. • Lifebuoy has a strong association with health and

well-being.• In 1964,the brand underwent a major

transformation in India. • Until the early 1990s,it was categorized into three

segments: Premium, popular and Carbolic soaps.lifebuoy care.3gp

Lifebuoy and Health• In 2002,it started a 5 year program called

‘’Swasthya Chetna and the “healthy Hindustan”campaign.

• In 2004,HLL started another repositioning exercise for lifebuoy.

• For Unilever,Lifebuoy was a strong regional brand and a market leader.

• Positioned itself on the health and hygiene platform.

Health Check- up

Glow Germ Demo

Healthy Family

Health Check- up

Achievements & Recognition forSwasthya Chetna

Government Recognition April 7th, 2006 – Postal

Department released special Lifebuoy Swasthya Chetna Postal cover

Unilever Asian CSR Awards - Winner in the health category in Asia–AMET for ‘Pan Asian Lifebuoy Hand wash program’

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LSC-Initiating a Behavior Change

Promoting Hand washing with soap to improve HealthPrevention from diarrheal disease

Global handwashing day.wmv

“to reduce the incidence of diarrheal diseases in poor countries through Public-

Private Partnerships, promoting hand washing with soap”, the Global Public-

Private Partnership for hand washing with soap was conceptualized in 2000.

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Positioning of Lifebuoy

• HLL started the Lifebuoy “Swathya Chetna” program with a new brand vision for

Lifebuoy

• Positioning of Lifebuoy as “a soap that kills germs and an affordable prevention

tool”association with global handwashing.mp4

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About LSC Program• Main message - “Visible clean is not really clean”.• Test launch of “hand washings” campaign in Kerala-

2001• Rural health and hygiene initiative; spreading awareness

about the importance of washing hands with soap• Formal launch in 8 states of India- 2002• Committed fund for campaign- US $5.4 million for 5

years• Aimed to reach 200 million people

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• Multi-phase activity; initiating a behavior change• Highly interactive campaign using one-to-one interaction,

outdoor media, PR and a variety of community-based events• LSC teams consisted 2 members – HDF and HDA• Targets:

→ children's → mothers

About LSC Program

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Communication Process in LSC

Exposure 1 Initiation and Information

Exposure 2 Large Scale

Propagation

Exposure 3Reinforcement

Exposure 4Preparing and Sustainability

Educating children with the help of ‘Glo-germ demonstration’, visual aids, etc.

Interaction program with key influencers of the community

Conducted a “Swasthya Diwas” event for parents and the other villagers

Motivating children's

Periodic contact with the villagers

Health Education Session where the benefits of hand washing were reinforced

Heath clubs set up with

volunteers

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Campaign reached

• 70 million people, including 20 million children- by 2004• around 18000 villages- by 2005• In 2006 alone it contacted 10000 villages in UP, MP, Jharkhand &Bihar• Increase in sales by 20 percent- 2003-04

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Ensuring effectiveness of LSC program

• Media vehicles – cinema vans, wall paintings, weekly markets, fairs and festivals

• Product advertisements with promotional schemes were designed

• Introduced an 18-gram bar of Lifebuoy for low income people

• Before and after studies were conducted to measure awareness

• Worked to get the program endorsed by the government to achieve a better media outreach

Impact of the Program

• Increase in sales

• Swasthay Chetna is not philanthropy

• Increase awareness

• Attention from media and government

• Public-private relationships

Lesson Learnt by Unilever from the LSC Program

• Income Segmentation

• Considering cultural differences

• Multi-stake holder relationships as tool

• Transparency about the company’s role

• Engagement of local actors

The Accolades

• Program received positive coverage

• Socially beneficial program

• Gol acknowledge HLL

• Tibb received recognition

Some Criticisms

• Target market as Kerala

• Protest from anti-globalization activists

• More related with earning profits

• Emphasize more on the product selling

than saving life

Some Criticisms

• Potential adverse effect on the local

soap industry

• Failed to make headway with

government of Kerala

sales promotion.3gp

Other Initiatives for Lifebuoy Healthy Hindustan Campaign

→The hand washing campaign was extended to urban areas in western Indian cities in partnership with McDonald’s.

→Children received a booklet on hygiene tips, played germ buster games and viewed the ‘Global Germ’ demonstration on visits to McDonald’s.

Other Initiatives for Lifebuoy Relief package for Tsunami victims

Lifebuoy distributed soaps as relief package in Southern India, Sri Lanka and Indonesia to help prevent the spread of infectious diseases. Earthquake relief operations

Donated over 200000 bars of Lifebuoy soaps to UNICEF and International Committee of the Red Cross (ICRC) to support their earthquake relief operations in Northern India and Pakistan.

Other Initiatives for Lifebuoy

Save the Child Campaignstarted the campaign to support the WHO

approved oral rehydration salts (ORS) campaign to combat diarrhea in India

Relief for Mumbai flood victims→ Lifebuoy donated 150256 soaps to UNICEF,

People for Change, Tata Institute for Social Sciences (TISS) and BehtarBharat.com for distribution among the people to prevent the outbreak of diarrhea

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Other Initiatives for Lifebuoy

• Co-branding with ‘Krrish’o engaged in co-branding with

the big budget film “Krrish” in 2006 to reinforce its brand association with killing germs and protecting health

o partnership involved printing pictures of Krrish on the Lifebuoy packs and giving away Krrish merchndise

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OutlookLSC regarded as India’s single largest health and hygiene education program by 2005.

LSC succeeded in getting its ‘health and hygiene’ agenda rolling in more than 17000 villages.

LSC program was extended to another 10000 villages in the eight states by 2005.

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Outlook

Unilever- explored the commercial viability of its Pureit water purification product in India.

WHO estimates that 80 percent of all diseases in developing and emerging countries are water-related, including cholera and typhoid.

Many analysts felt that PPPs like LSC could solve many problems in the world.

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Outlook

fight against germs.3gp

In this case, the private sector interest was to expand the market for soap while the public

sector interest was in promoting health.

Companies are gradually moving away from corporate philanthropy to PPPs that increased the financial bottom line

of the company, while providing benefits to the society.

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Thank You!!!