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Social Media Campaign-Lifebuoy’s Unique Ads for Personal Hygiene

Kumbh Mela is one of the biggest pilgrimages in India. Millions of Hindus across India come to the Kumbh Mela to offer prayers and take a dip in holy water. This mass pilgrimage is held every three years. This year the Maha Kumbh Mela is hosted at Allahabad. Lifebuoy saw this mass gathering as an excellent opportunity to create awareness about washing hands to prevent infection. Lifebuoy tied up with hundreds of restaurants and cafes at the festival venue to spread this message. Lifebuoy’s activation partner Ogilvy Action came up with an unique way to create awareness about good hand-washing habits. They created a unique heat stamp with words” Lifebuoy se haath dhoye kya?’

Lifebuoy se haath dhoye kya

This heat stamp was used on over 2.5 million rotis. Rotis are commonly eaten with dal, gravies and vegetables. The only way of eating rotis is to use your hands. When customers placed their orders, the first roti served to them had the words ‘lifebuoy se haath dhoye kya?’ heat stamped on them. This roti served as a reminder to all customers to wash their hands before meals to prevent infections. It reinstated the importance of hand washing habits. This unique way of reminding people worked brilliantly as pilgrims made conscious efforts to wash their hands before meals. Reminder stamped roti left an indelible mark in the minds of pilgrims. They are sure to remember the reminder every time they sit for their meals and see a regular roti in their plate. You can watch this brilliant concept at http://www.youtube.com/watch?v=e_2tQekUDy8

With this unique roti reminder campaign, lifebuoy proved that simplistic ideas are powerful. They drove home the point by subtly advertising their product with most practical advice in the real time environment. Unilever proved that one does not always require celebrity endorsers to create impactful advertisements.

Another brilliant ad concept by Lifebuoy in association with Lowe Lintas was the ‘help a child reach 5 campaign’. This campaign was designed to inspire the viewers to inculcate healthy hand washing habits. Nearly 2 million children across the globe lose their life due to diarrohea and pneumonia. These deadly diseases can be prevented by developing healthy hand washing habits. The ad campaign showed a villager walking across the village to a temple using his hands. Several villagers are following him to the temple. The procession grabs a tourist’s attention, who walks to a villager and asks what the procession is for. He asks her to follow the procession. At the temple, the man is shown offering thanks to the god because his son turned five years old. The tourist is surprised and wonders what is so great about the child turning five years old. The villager explains that this is his first child who has managed to live past five years. The social media campaign created awareness about the global infant mortality statistics and importance of washing hands to prevent infections.

Lifebuoy help the child reach 5 campaign
appealed to the viewers emotionally. It inspired them to inculcate healthy hand-washing habits. This emotional campaign facilitated people and organizations to come together and join the cause of eliminating child deaths due to infections. You can watch this social awareness campaign on YouTube

Social Media Campaign-Akansha Foundation’s Innovative Social Media Campaign

The Akansha Foundation is a NGO that has taken the initiative of teaching about 4000 under-privileged students. Unfortunately their noble cause faces the biggest challenge in form of shortage of teachers. We all understand the importance and presence of teacher in the process of education. In spite of trying different techniques, Akansha Foundation was unable to source sufficient number of applications for volunteers as teachers. They finally decided to tap social media and the results were simply astounding!

On 5th September, when other students in Mumbai were celebrating Teacher’s Day; Akansha Foundation kickstarted its social media campaign to make people realize the joy of teaching. Akansha Foundation targeted public places like international airport and malls and created a make shift classroom there. Armed with few benches and blackboards, volunteers of Akansha foundation converted small space at malls and airport into a mini-classroom. Students approached passers-by with a badge asking ‘will you by teacher?’ This gesture drew lot of attention and response from people. Passers-by stopped and spent 15 minutes with children teaching them varied subjects like math, history, arts, dance and photography. When these passers-by were questioned about their experience after they spent time with the children; they were exalted. Most of them admitted that they never thought they could teach.

Akansha Twitter

With this social media campaign, Akansha reached the core of the problem. It changed people’s mentality that teaching needs qualifications. Akansha Foundation’s ‘will you be my teacher?’ campaign gathered tremendous response. Thanks to tweets and retweets by Mumbaikars. A popular radio channel ‘BIG 92.5 FM’ invited listeners to conduct virtual classrooms for these students on air. Armed with support from BIG FM and Twitter, Akansha Foundation received four times the required number of applications for volunteers.

This social media campaign highlighted the use of simple yet effective technique to reach the masses. It once again proved the strength of Twitter in spreading the message and getting results. It also showcased the power of top influencers on social Media platforms. When a top influencer of the group tweeted about the campaign, the possibility of it being shared and retweeted increased considerably. Akansha Foundation achieved their results without spending a single rupee on classifieds and Ads. This campaign is a lesson for all marketing pundits that the most effective campaign doesn’t need to be campaign that is most expensive or most advertised. If you tap the right key, which in today’s world is social media; you will be in a position to make yourself audible.

You can catch the glimpse of this social media campaign by visiting https://www.youtube.com/watch?v=KwIzJfgzs9Y