Lifebuoy has been involved in numerous public health campaigns worldwide, including those focused on handwashing and hygiene education, especially targeting children and communities in areas with limited access to clean water and sanitation. Since Lifebuoy was launched in the Netherlands during the pandemic, a campaign was created
OBJECTIVE
At the end of the summer, a “second wave” of COVID-19 emerged. Especially younger people were initially affected, a group the government struggled to reach effectively. To make the Lifebuoy brand instantly relevant, we emphasized the urgency of hand hygiene. And by communicating that message in a playful way, we aimed for young people to pick up this message quickly.
On Global Handwashing Day, Lifebuoy launched its new global TV campaign.
In the Netherlands, this day happened to be the 1st day of a new lockdown. On behalf of Lifebuoy, the Dutch Hand Signing Institute released a video with the specially created hand sign, the campaign visual and the hashtag #doemeewasjehanden.
CHALLENGE
To reach and activate a broad young audience, 4 very popular social influencers were hired to translate this hand sign into a TikTok dance. This activated people to use the “handwash” sign on their social media. And, of course, in real life.
To build further on the launch, follow up campaigns by influencers, an editorial on Linda.nl, an item during tv-magazine RTL Boulevard and outdoor posters, established the campaign hashtag and the Lifebuoy brand to the broader public.
