Lifebuoy Swasthya Chetna (LSC): Unilevers Societal Marketing Campaign

PRESENTED BY: Prachandip Taujale Sabitra Shrestha Sheela Bhandari Sujata Manandhar MBA Term IIIIII

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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 worlds largest self-sustained and self-funded hygiene promotion projects.

Lifebuoy Swasthya Chetna

Swasthya Chetna which means Health Awakeningis a multiphased 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.

Lifebuoy The Model

The Challenge in rural India: 1. Lack of awareness about disease causing germs 2. Need for repeated contacts to drive behaviour change 3. Lack of media reach SWASTYA CHETNA 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%
* London School of Hygiene &
Tropical Medicine

Business objective To increase soap consumption in rural India

Lifebuoy - Indias leading health soap brand - Role in propagating health & hygiene awareness in villages

* 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 Hindustancampaign. 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.

Glow Germ Demo

Health Check- up

Health Check- up

Healthy Family

Achievements & Recognition for Swasthya 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 AsiaAMET for Pan Asian Lifebuoy Hand wash program

LSC-Initiating a Behavior Change

Promoting Hand washing with soap to improve Health Prevention from diarrheal disease
to reduce the incidence of diarrheal diseases in poor countries through PublicPrivate Partnerships, promoting hand washing with soap, the Global PublicPrivate Partnership for hand washing with soap was conceptualized in 2000. Global handwashing day.wmv 5/6/2012

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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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About LSC Program

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

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Communication Process in LSC

Exposure 1 Initiation and Information
Educating children with the help of Glo-germ demonstration, visual aids, etc. Interaction program with key influencers of the community

Exposure 2 Large Scale Propagation

Motivating children's

Exposure 3 Reinforcement
Periodic contact with the villagers

Exposure 4 Preparing and Sustainability

Heath clubs set up with volunteers

Conducted a Swasthya Diwas event for parents and the other villagers

Health Education Session where the benefits of hand washing were reinforced
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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 percent2003-04

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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
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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 companys 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 McDonalds.
Children received a booklet on hygiene tips, played germ buster games and viewed the Global Germ demonstration on visits to McDonalds.

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 Campaign started 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

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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Outlook
LSC regarded as Indias 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
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.

fight against germs.3gp

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