17741178 lifebuoy swasthya chetna

8/13/2019 17741178 Lifebuoy Swasthya Chetna

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Lifebuoy Swasthya Chetna

The Lifebuoy Swasthya Chetna programme was initiated in 2002 as a rural health andhygiene initiative in India.

In India, over 600,000 hildren under the age of five die annually from diarrhoea. Studieshave shown that almost half these deaths ould have been prevented by simply washinghands with soap.

In partnership with loal government bodies, the Lifebuoy Swasthya Chetna programmeis designed to spread awareness about the importane of washing hands with soap. It alsopromotes general hygiene in rural areas that are diffiult to reah through usual mar!etingampaigns suh as television, press or in"store advertising and promotions.

CommuniationSwasthya Chetna, whih means #$ealth %wa!ening#, is a multi"phased ativity that wor!stowards effeting hand washing behaviour hange in rural ommunities. The main

message of the ampaign is &'isibly lean is not really lean&.

The ampaign has three ommuniation tas!s(

To establish the presene of germs, even on lean hands, through the use of a #glow germ

demo !it# that has been developed by )nilever for use in Lifebuoy Swasthya Chetna. The

simple and powerful tool ma!es unseen germs visible.

To establish the onse*uenes of these hidden germs, whih when ingested, an ause

stomah infetions and diarrhoea, or be transferred to eyes ausing painful eye infetions,

or infeting wounds.

To establish how urrent pratie is not enough to fight these germs by using the glow

germ demo !it to demonstrate that washing with water is not enough, and that it is

neessary to wash hands with soap for germ protetion.

Tools used to ommuniate the entral Swasthya Chetna message are adapted aordingto the speifi audiene.

+ngagementLifebuoy teams visit eah village several times, engaging all segments of the ommunityand ensuring the formation of loal #self"help ommunities# that an sustain the message.

Shool hildren, being initiators of hange, ma!e eellent ambassadors ofommuniation, provided they find it fun and engaging. The element of LifebuoySwasthya Chetna that involves hildren fouses on fun, using stories, games, songs and*ui--es. +fforts are made to ensure that the learning does not fade over time.

%dditionally, these visits also inlude a meeting with the anhayat /village elders.


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Covering 10 million people in 0,000 villages sine 2002, the Lifebuoy SwasthyaChetna programme has made its mar! as the single largest private hygiene eduationpro3et in the world.

The Swasthya Chetna programme will be re"launhed in 2004, and will over even morevillages in India as part of the Lifebuoy brand#s rusade.

5ey pro3et ativities(Lifebuoy Swasthya Chetna is a multiphase ativity that wor!s toward effeting handwashing behavior hange among the rural ommunities it touhes. The entral message ofthe ampaign is(

Visibly clean is not really clean.

The ommuniation tas!s were to(+stablish the presene of germs even on lean"loo!ing hands, using a simple butetremely powerful, low"ost demonstration tool alled the glow germ demo !it.78eveloped by )nilever for use in Swasthya Chetna, it brings to the target audiene theidea that hands are only truly lean if washed with soap.

+stablish the onse*uenes of these hidden germs on hands.

9a!groundThe Lifebuoy Swasthya Chetna /$ealth %wa!ening7 program began in 2002 as a ruralhealth and hygiene eduation initiative in India. The pro3et was designed to spreadawareness about the

importane of washing hands with soap and to promote general hygiene in rural villages.The program has reahed more than 100 million people, and its teams have reahed atleast ::,000 villages in rural India. Swasthya Chetna is one of the world;s largest self"sustained and self"funded hygiene promotion pro3ets.

Communiating the message to hildren(Shool hildren are hange initiators and, in this ontet, the program wor!s with them tota!e the messages home and into their ommunities. Children are also eellentommuniators if they find

the topi or ativity fun and involving. The tools to ommuniate the entral SwasthyaChetna message are adapted aording to the speifi audiene, and shools have proveneellent entry points into ommunities. The element of Swasthya Chetna that involveshildren fouses on how to position hygiene as fun and uses stories, games, songs and*ui--es.

5ey fators to suess of the program(Continuous monitoring and evaluation is at the ore of the program < eah year, program


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ativities are evaluated on both awareness of hygiene moments and effetive behaviorhanges. Improvementsan be made to the subse*uent year;s program to ma!e it more effetive in ahieving itsgoals.

Cost"effetiveness of the program < the ost per village is approimately =>0 for the threeeposures, inluding implementation and development of the materials.

Commitment of the operating ompany < Swasthya Chetna is now entral to what thebrand does in India, and the operating ompany /$industan )nilever Limited hasinvested more than )S?> million.

)nilever 'alues)nilever;s mission is to add vitality to life. @e meet everyday needs for nutrition,hygiene, and personal are with brands that help people feel good, loo! goodand get more out of life.

%s a multi"loal multinational, )nilever aims to play its part in addressing globalenvironmental and soial onerns through its own ations, and wor!ing inpartnership with sta!eholders at loal, national and international levels.

An %pril B, 2006, on the oasion of @orld $ealth 8ay, the 8epartment of osts releaseda speial Lifebuoy #Swasthya Chetna ostal Cover#. Lifebuoy, a leading soap brand from$industan Lever Limited /$LL, the Indian subsidiary of )nilever, beame India#s firstbrand to be featured on a postal over. The Speial ostal Cover was released inreognition of the wor! done by Lifebuoy and $LL to inrease awareness of health andhygiene in rural India, through the Lifebuoy #Swasthya Chetna# /LSC initiative.

LSC was a five"year ampaign launhed in 2002 in eight states aross India. Theob3etive of this program was to eduate around 200 million people in rural and urbanareas about the importane of adopting good #health and hygiene# praties. The programaimed to debun! the misoneption that #visibly lean is safe lean#.


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$LL#s senior produt manager for Lifebuoy, $arpreet Singh Tibb /Tibb said, &eoplebelieve that #visible lean# is #safe# lean and hene tend to overloo! simple hygienepraties suh as washing hands with soap. 9ut the fat is that there are invisiblepathogens, whih are responsible for many infetious diseases. @e hene aim to eduatepeople on the presene of invisible germs and raise onern on their onse*uenes.& 1

LSC also spread awareness about germs and their adverse impat on health, and howproper #health and hygiene# praties, suh as bathing and washing hands with soap ouldprevent diseases li!e diarrhea, the seond largest ause of death among hildren in India.The LSC program was implemented in various phases. In the initial phase, the ompanyrepresentatives interated with shoolhildren and !ey influeners in the ommunity li!emedial pratitioners, anhayat members, et. eople were eduated through letures,lo"germ demonstrations, use of visual aids suh as flip harts, and *ui--es.

The program also used media vehiles li!e inema vans, wall paintings, wee!ly mar!ets,fairs and festivals. The program was later etended to the parents and other adults. The

messages on health and hygiene were reinfored through regular ontat programs. $LLalso introdued a smaller bar /1D gram of Lifebuoy soap pried at two rupees, toenourage people with low inomes to use soap.Einally, hildren and parents were reruited as volunteers to start health lubs that wouldhelp sustain the initiative. $LL sought to involve the loal ommunity in this ampaign atall stages so that the benefiiaries saw this as their own initiative and felt a sense ofownership. An the whole, $LL had ommitted )S? >.: million to fund this five yearampaign. 9y the end of 200>, $LL had overed over 1B,000 villages, and planned toover an additional 10,000 villages in 2006.

%ording to $LL, LSC was not a philanthropi ativity, but a mar!eting program with asoial benefit. $LL sought to grow the Lifebuoy brand in India by attrating thoseonsumers who never used soap. In the proess, the ompany sought to bring about abehavioral hange by onvining people to use soaps more fre*uently, thus reating moreusers for its brand.The sales of Lifebuoy had inreased by 20 perent in 200"0:, with strong sales observedin the eight states overed under the program. In 200>, the Lifebuoy brand grew by 10perent and strong growth of the brand was epeted to ontinue in 2006. The programalso generated goodwill for the ompany among ustomers, the government, and themedia.9y the end of 200>, the ampaign had touhed D6 million rural onsumers and registereda 0 perent inrease in their awareness of germs, 20 perent inrease in understandingthe assoiation of germs with diseases and an inrease in urrent user base by perentompared to pre"ampaign status in ativity villages.

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The ase study helps in understanding the differene between a produt and a brand. It

also enables to study the behavior of a produt during various stages of its life yle.

The urrent ompetitive mar!eting environment during the new millennium is foring
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managers to understand the needs of modern onsumers and reevaluate the hanging

opportunities and threats in an evolving global mar!eting plae. The onept of

rodut Life Cyle /LC sine its ineption in the early 14>0s, gained signifiant

reognition as a tool for effetive mar!eting strategy in understanding the behaviour of

produt on sales, profits, :;s of mar!eting and onsumer approval.

Sine ineption in late 14th entury, Lifebuoy, was a nimble and good iti-en brand of

India, reahing millions of rural ustomers with a promise of Fhealth and hygiene; as a

platform of its business. Its famous advertising 3ingle, tandurusti !i ra!sha !arta hai

LifebuoyG was so famous that it enabled the brand FLifebuoy; to be pereived as a

Fred arboli soap; for several deades. The brand passed through prolonged stages of

growth and maturity during most of the seond half of 20th entury and was faed with

a deline stage during early 21st entury with sales falling at the rate of 1>H

17741178 lifebuoy swasthya chetna

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