Lifebuoy reaches out on social media for 'Help a child reach 5' campaign

The second ad in the 'Help a child reach 5' campaign, delivers a powerful message in a simple manner. Given the length of the film created by Lowe Lintas, it is gaining more traction on digital than on TV

e4m by Sonam Gulati
Updated: May 9, 2014 9:15 AM
Lifebuoy reaches out on social media for 'Help a child reach 5' campaign

Hindustan Unilever’s Lifebuoy has launched a second ad in its ‘Help a child reach 5’ series. The campaign, which was started in February last year, is an attempt to create awareness about hand washing habits. The campaign highlights the fact that a massive number of children die before reaching the age of five years due to diseases such as diarrhoea or pneumonia, which are preventable if good sanitation and clean hand washing habits are maintained.

Last year, the campaign talked about a village Thesgora in India, where the company took the initiative to sensitise people about proper hand washing habits. The latest ad is based on a village called Bitobe in Indonesia.

The three-minute ad has been created by Lowe Lintas. Given the length of the ad, the reception has been better on social media. The packaging of the content makes it more suitable for the digital medium. The company is promoting its hashtag, #Helpachildreach5, on Facebook and Twitter.

According to Gurbaksh Singh, Chief Creative Officer, Webchutney, the video may or may not see a good reception on television. “The length of the film makes it perfect for one time exposure, which might affect its success on television. This is a video that works best online, as a viral film. It checks all the boxes that make it relevant to an online consumer of content.”

The video shows a young woman interacting with a tree – she takes care of the tree, watering it everyday, shooing away cattle, talking to it, even having her meals with the tree. She continues caring for the tree despite being chided from her husband. The final cut of the ad shows the woman placing small trinkets alongside the tree late at night, when the man comes and asks her to sleep so that she can wake up the next day for the big day, which he later says is its birthday. The man too talks to the tree and says, “Sleep well, my son.”

The ad ends with the message which explains that in Bitobe, it’s a tradition to mark a tree when a child is born. Unfortunately, nearly 5,000 children die each day even before reaching the age of five years, succumbing to infections such as diarrhoea or pneumonia. “All that remains, is the tree”, says the ad.

Watch the ad here…

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