Unilever Lifebuoy Premieres Unique Film to Launch Pioneering Health Campaign
Lifebuoy, has launched a campaign to help reduce the deaths of two million children before their fifth birthday from preventable diseases like diarrhoea and pneumonia.
London, Rotterdam, 27 February 2013– Unilever’s health soap, Lifebuoy, has launched the latest initiative in its quest to help reduce the deaths of two million children before their fifth birthday from preventable diseases like diarrhoea and pneumonia.
Over the past 10 years, Lifebuoy has taken its handwashing behaviour change programmes to millions of people across the world, and now it is aiming to change the handwashing behaviour of a whole village in central India – Thesgora, a village with one of the highest rates of diarrhoea. This initiative supports Unilever’s goal to deliver on one of its commitment under its Sustainable Living Plan – to help more than one billion people take action to improve their health and well-being.
The launch of the campaign is being marked with a groundbreaking new three-minute film that provides a unique perspective on the individual tragedy of losing a child before their 5th birthday, and encourages people around the world to pledge their support:http://www.youtube.com/helpachildreach5
Unilever CEO Paul Polman said: “The big issues the world is facing require new approaches and new partnerships. It is unacceptable that two million children die every year from infectious diseases when we have easy and cheap lifesaving solutions, such as handwashing with soap, readily available.
Responsible businesses must take a more active leadership role and this new initiative is an example of how Unilever is assuming such a role through one of its iconic brands. Lifebuoy is living proof that putting a social mission at the heart of a brand can both deliver on the mission itself and deliver sustainable growth.”
Nitin Paranjpe, CEO & Managing Director, HUL, said, “I am delighted that this campaign is centred around a village in India. For the last 10 years, Lifebuoy in India has run hand washing behavior change programs contacting millions of mothers and children directly through our rural outreach. We have learnt by doing, constantly improving our efforts, providing the impetus for Lifebuoy’s global mission to reach a billion people.”
Samir Singh, Global Brand VP, Lifebuoy said, “Our goal is to change the handwashing behaviours of a billion people by 2015. We wanted to tell the world the Lifebuoy story in a deeply emotional way. Our brief was to translate the statistic of ‘two million children still die in the world before the age of five due to preventable infections like diarrhoea and pneumonia’ into something real, personal and powerful. And through this film, that’s just what’s been done.”
Encouraging the practice of handwashing with soap at key occasions
Lifebuoy’s programme in Thesgora will target school children, new mothers, neo-natal nurses and community groups, encouraging the practice of handwashing with soap at key occasions: before eating, after using the toilet and when washing. The programme aims to have a significant impact on the health of the community and consequently the futures of the children in the village, resulting in more children reaching their fifth birthday.
This intervention also aims to contribute to Millennium Development Goal 4 (MDG 4) - to reduce the mortality of children under five by two-thirds by 2015. Handwashing with soap is one of the most effective and low cost ways to prevent diseases like pneumonia and diarrhoea, which stop 2.1 million children every year reaching their fifth birthday[i]. Put simply, this modest but lifesaving act could help a lot more children reach the age of five.
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For more information, visit Facebook.com/Lifebuoy
Unilever is one of the world’s leading suppliers of fast moving consumer goods with operations in over 100 countries and sales in 190. Consumers buy 170 billion Unilever packs around the world every year, and our products are used over two billion times a day. We have more than 171,000 employees, and generated annual sales of €46.5 billion in 2011.
Working to create a better future every day, we help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Our portfolio includes some of the world’s best known and most loved brands including thirteen €1 billion brands, and global leadership in most categories in which we operate. The portfolio features iconic brands such as: Knorr, Hellmann’s, Lipton, Dove, Vaseline, Lifebuoy, Omo, Cif, Signal and Domestos.
Unilever’s ambition is to double the size of our business, while reducing our overall environmental impact (including sourcing, consumer use and disposal). We are also committed to doing what we can to improve health, nutrition and hygiene, with a target to help more than a billion people take action to improve their health and well-being, as well as sourcing all our agricultural raw materials sustainably by 2020. All of these goals are itemised in more than 50 time-based targets in our Unilever Sustainable Living Plan.
Unilever has led the Food Producers sector in the Dow Jones Sustainability World Indexes for 14 consecutive years. In 2012 we were also named leader of the Food and Beverage supersector. We are included in the FTSE4Good Index Series and attained a top environmental score of 5, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. In 2011 Unilever led the Climate Counts Company Scorecard and for the second year we topped the list of Global Corporate Sustainability Leaders in the GlobeScan/SustainAbility latest annual survey (2012).
For more information about Unilever and its brands, please visit www.unilever.com.
About Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company touching the lives of two out of three Indians. HUL works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.
For more information about HUL and its brands, please visit www.hul.co.in
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[i] JMP UNICEF / WHO: Progress on Drinking Water and Sanitation (March 2012)