2015 Winners & Shortlists

Results and Effectiveness

The campaign was aired only 14 days after reports about the Virus were published In 9 weeks, the campaign reached 2.28 million people with its educational message. An Effective Measure brand uplift study showed an increase in awareness of Lifebuoy in association with coronavirus prevention. Above all, Lifebuoy demonstrated its commitment to the brands global initiative to help change the hand washing behavior of 1 billion people globally by 2015.

Creative Execution

Behave less like an FMCG brand and more like an aid agency. Lifebuoy quickly responded with a public awareness campaign. Armed with educational content an activation team was dispatched to distribute Lifebuoy samples and hand washing stations, to large events and public places. With over 2m pilgrim visiting Saudi Arabia for Hajj we partnered with mobile application Hajjnet, creating a dedicated Lifebuoy section around staying healthy during the event. Areas where there was a particularly high chance of contracting and spreading the disease were Geo-fence targeted. Paid media was up weighted at moments where hand washing was front of mind. We ran an on-air activation with MBC1’s Morning Show to drive increased awareness about disease prevention. Finally we contributed content to the leading health website – Al Tibbi (Arabic medical Dictionary) which was specifically catered to educating people on the Coronavirus.

Insights, Strategy and the Idea

Issue: Fever, Cough, Shortness of breath and if you’re really unlucky… death. These are all symptoms of MERS Coronavirus, a contagious, life threatening disease. In 2014 MERS Coronavirus began aggressively spreading across Saudi Arabia resulting in the World Health Organization registering an epidemic. Objectives: As a brand who believes that everyone has the right to be clean, healthy and active, Lifebuoy knew they had a social responsibility to assist in helping to control the outbreak. This is the story of how one brand mobilized a workforce, partner agencies and resources to help Saudi’s stay healthy and safe. Insight: Coronavirus spreads quickly. Our message had to spread faster.