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Lifebuoy Swasthya Chetna - Awakening
to One's Health
Lifebuoy Swasthya Chetna was designed to bring about
behavioral change in favor of using soap amongst the
rural and urban consumers, who feel visible clean
is safe and are therefore infrequent users of soap.
The key communication elements were education about
presence of germs, the threats germs pose to one's
health and thus position Lifebuoy- a germ kill soap,
as an affordable prevention tool. The campaign involved
the entire rural community and made them upgrade their
personal hygiene habits- bathing with soap, using
soap regularly for washing hands before eating and
post their ablutions.
While the campaign addressed a big social need of
health education in predominantly media dark rural
areas, it also looked to grow the toilet soap category
by increasing the usage frequency.
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