For Global Handwashing Day MullenLowe Group worked with Lifebuoy, the world’s number one hygiene soap brand, to demonstrate the brand’s commitment to hygiene education.
In the UK, MullenLowe salt and MullenLowe London helped Lifebuoy re-enter the UK market and launch the Hand Hygiene Coalition at a time when simple, relevant and practical advice on hand hygiene was needed more than ever. More than 400 schools and 120,000+ pupils across the UK took part in Lifebuoy’s virtual hand hygiene assembly hosted by TV NHS Dr. Ranj for Global Handwashing Day. The assembly incorporated a handwashing film by MullenLowe London, giving a step-by-step demonstration designed to engage children and get them washing their hands correctly.
Lowe Lintas Mumbai and MullenLowe Singapore created “H for Handwashing,” an initiative to accelerate handwashing behavior change amongst children, across key markets in South Asia, South East Asia, Africa, South Africa, India, Pakistan and Bangladesh. The campaign went live in print and on social media with the aim of encouraging handwashing habits among children from a young age, by making a fundamental yet simple change in the way they are taught the letters of the Alphabet. While A is for Apple and B is for Ball and so on, Lifebuoy believes that H should no longer be for “Hat” or “Horse ” but for “Handwashing.” The creative for the campaign was handled by Lowe Lintas Mumbai and MullenLowe Singapore, while MullenLowe salt Singapore and Weber Shandwick Singapore were responsible for the PR.