In an attempt to create awareness about hand washing habits, Lifebuoy initiated ‘Help a child reach 5’ campaign. The initiative highlights that almost two million children die every year due to preventable diseases such as diarrhea and pneumonia.
The campaign was initiated in February 2013, with a digital ad film that depicted an overwhelmed father finishing a ‘mannat’ in a temple for his first child lives to turn five. The advertisement was followed by an extensive digital campaign across various platforms such as Facebook, Twitter and YouTube.
Lifebuoy’s official page promoted an application which urged users to take a pledge to ‘Help kids reach 5’ and share the campaign. The initiative was promoted on Twitter with #helpchildreach5 and has a YouTube channel with the same name, which has 4,867,315 views.
Sharing his perspective on the campaign, Rajesh Kejriwal, Director, Addikt (India) said, “The campaign comes at a time where the nation is really making an effort to change – and this campaign strums the emotional chords perfectly. The call to action message is simple and clear.”
He further explained that the Lifebuoy managed to take the initiative successfully forward from a story to a campaign with adequate and apt social media moves.
While the initiative successfully took off with efficient social media management, it could have been made more effective with additional content strategies. Kejriwal explained that the campaign has extremely strong foundation with a potentially great concept and thus, additional layered content could take it to a completely new level.
“Content cannot be limited to a couple of films and a series of branded image posts on Facebook. Layered content along with meaningful stories go beyond what the brand and its logo have to say. They help in creating consumer interaction and engagement,” added Kejriwal.
Nonetheless, the campaign effortlessly blends the brand message with a social issue. It managed to reach out to the TG effectively and once again established how smart usage of social media can help give a digital ad a new meaning.