lifebuoy way of life - unilever.com.lk · vietnam 26 nigeria 7 myanmar 4 kenya 3 sri lanka 1...

Lifebuoy Way of life Towards universal handwashing with soap: Social Mission Report – 2015

Working with partners who share a commitment

to our cause

Celebrating Lifebuoy’s handwashing behaviour

change programmes

Giving everyone the opportunity to be a part

of our Social Mission

Through brands like Lifebuoy we can inspire billions of consumers to take small everyday actions, such as handwashing with soap, to ensure a brighter, more sustainable future for generations

Paul Polman Unilever Chief Executive Ofcer

Lifebuoy Way of Life

Building a better society and a better business

Foreword from

Kartik Chandrasekhar, Global Brand Vice President, Lifebuoy Anila Gopal, Global Social Mission Director, Lifebuoy

A child dies every 20 seconds from diarrhoea and pneumonia, the top two causes of child deaths. We know that handwashing with soap is one of the most cost-efective ways to reduce child mortality, and encouraging people to adopt this habit could prevent 600,000 child deaths every year.

Our aim through the Lifebuoy brand is to change the hygiene behaviour of one billion consumers across Asia, Africa and Latin America. This is one of the most ambitious targets of the Unilever Sustainable Living Plan. It is the challenge we embrace in the Lifebuoy team, using the brand’s heritage, accessible products, and our business and marketing expertise to impact child health.

But our Social Mission isn’t something separate from our Lifebuoy business, it is fully embedded across the Lifebuoy business model. We share germ protection and hygiene education messages in all our marketing initiatives: product development, advertising, point of sale and consumer activations. Thanks to constant innovation, Lifebuoy products are both accessible and appealing to the widest audience. We are especially focused on innovations that make hand hygiene easier and more fun for children so that they are more likely to adopt good handwashing habits from a young age.

Lifebuoy has made tremendous progress to date, reaching 337 million people by the end of 2015, yet there is a lot more to achieve. Public private partnerships will be the only way to reach such an ambitious goal. We strongly believe the private sector will play an increasingly larger part in addressing development challenges. Working with public and private sector partners around the world, our challenge is to transform handwashing with soap from an abstract “good idea” into an automatic behaviour at critical times of the day, reaching all audiences in need of this hygiene message.

The fact that a humble little bar of soap can move the needle on helping children survive gives us the opportunity to push the frontiers of public health. This makes leveraging all brand resources to make a lasting impact on child health extremely worthwhile.

2 3


2013 2014 2014 Lifebuoy Help a Child Sightsavers collaborates Bihar Handwashing Project Lifebuoy’s Social Mission journey Reach 5 campaign introduced, with Lifebuoy, encouraging through Lifebuoy partnership with ambition to eradicate children to wash their faces with Children’s Investment preventable deaths from and hands with soap to Fund Foundation (CIFF) and infections prevent eye disease Bihar State Government Lifebuoy is one of Unilever’s heritage brands, and has championed a 2010

Unilever Sustainable Living message of health through hygiene for more than a century Plan launches

HELP A CHILD

REACH5 20111930 2004 Lifebuoy School of 5 Lifebuoy Clean Hands 2001 Indonesia: Lifebuoy 2008 2013 Programme frst introduced, 2014 2015School handwashing The Global Public Private launches Berbagi Sehat Lifebuoy Clinical Trial Mumbai Story of Gondappa: now running in over 25 Tree of Life: second Help a Chamki: third Help a Child

introduced in the UK and US with Soap formed awareness programme interventions education programme Partnership for Handwashing mass handwashing on impact of handwashing frst Help a Child Reach 5

countries globally Child Reach 5 campaign flm Reach 5 campaign flm campaign flm

2015

©Karel Prinsloo

1894 1930 1950 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

1894 2005 2011 2013 2014 2014 Wiliam Lever launches Pakistan: launch of Lifebuoy USAID Alliance for Newborn The Help a Child Reach 5 Lifesaver Volunteer DFID-funded South Asia WASH Lifebuoy brand to bring Mahfooz mass handwashing Survival forms with Unilever- on-ground programme Programme launches Results Programme launches afordable hygiene to England awareness programme Lifebuoy starts in Thesgora, Madhya at a time when diseases such Pradesh, India as cholera and typhoid were a constant threat

1940 2008 2012 2013 2014 2015 World War Two: Lifebuoy Global Handwashing Day frst Millennium Villages Project India Help a Child Reach 5 Lifebuoy brand launches in Myanmar Help a Child Reach 5 delivers emergency supplies celebrated and Unilever join forces for Ambassador, Kajol, attends Myanmar with handwashing Ambassador, Chit Thu Wai, in the UK three year collaborative project the UN General Assembly behaviour change programme joins Kajol and Paul Polman

in Africa advocating for handwashing at the Global Citizen Festival, with soap. With Ban Ki-moon following the UN General

Assembly

2002 Lifebuoy introduces Swasth Chetna (Health Awakening) mass handwashing awareness programme

2002 Sri Lanka: Lifebuoy introduces Germ Fighters, mass handwashing awareness programme

2008 Lifebuoy partnership with Women’s Union in Vietnam for mass handwashing awareness programme to rural villages

4 5

One of the world’s largest hygiene behaviour change programmes Lifebuoy is the world’s number one selling antibacterial soap*, sold in more than 58 countries. The brand’s handwashing programme has reached 337 million people across 28 countries from 2010-2015

The combination of proven programmes combined with large reach means Lifebuoy has seen impressive results in hygiene behaviour change.

Reach by country 2010-2015 ASIA millions AFRICA/MIDDLE EAST Indonesia 104 Egypt 18

India 65 Ghana 11

Bangladesh 45 South Africa 9

Pakistan 26 Sudan 7

Vietnam 26 Nigeria 7

Myanmar 4 Kenya 3

Sri Lanka 1 Angola, Cameroon, Cote D’Ivoire,

Nepal 1 Ethiopia, Malawi, Mali, Senegal,

China 1 Tanzania, Uganda, Zambia,

Malaysia <1 Zimbabwe <1

LATIN AMERICA Brazil 5

* Nielsen through its Scantrack and Retail Index Services for the Skin Cleansing Category (Bar, Liquid Soap, Shower): Anti-Bacterial/Health Brands Volume Sales 12 months to March 2015.

Brand initiatives Germ protection and hygiene education messages are not only part of Lifebuoy’s behaviour change programmes but also shared across all Lifebuoy marketing initiatives. Innovations particularly focus on making handwashing easier and more fun for children

Endorsed by the Royal Society for Public Health, Lifebuoy’s formulation delivers the best ever protection from 10 infection-causing germs.

Lifebuoy Colour Changing handwash was developed to inspire children to wash their hands and allow mothers to see – by the changing colour of the foam – that hands are clean and protected.

The Lifebuoy Clini-Care 10 range delivers breakthrough technology in germ protection – Activ Naturol Shield – providing our best anti-bacterial soap ever produced.


Lifebuoy’s Infection Alert System (IAS) is the brand’s main communication platform that is always on. Based on local insights, the IAS alerts mothers at high anxiety moments to stay one step ahead of infection. So whether it’s local festivals, seasonal infections, pandemics or children going back to school, through IAS Lifebuoy reminds mothers that handwashing with soap is the most efective and easy protection for their families.

For example, during Ramadan in 2015, Lifebuoy reminded families to wash their hands before breaking their fast: Before Iftar time is Lifebuoy time.

And during the fu season, Lifebuoy reminds people of the importance of good hygiene habits: Stop the spread of germs this fu season.

6 7

’’

’

’

-

‘ ’


Brand on a Mission Lifebuoy Social Mission activities involve spreading positive hygiene messages and impacting handwashing behaviour in three core areas

Driving sustained handwashing behaviour change through Lifebuoy handwashing programmes

Impact health at scale


Bring people close to Lifebuoy’s

Social Mission

Mobilise key infuencers

behind the cause of handwashing

Developed using behavioural science and Unilever’s marketing expertise, Lifebuoy has created an engaging methodology to drive sustained handwashing behaviour change. This methodology is embedded into all Lifebuoy’s handwashing programmes, with proven results

As well as driving sustained behaviour change, the programmes ensure that the practice of handwashing is consistent and rewarding by building social afliation, recognition and fun into the daily handwashing routine.

This has helped us to develop fve non-negotiable elements, which are included across all of our programmes and are based on Unilever’s fve levers of change.

Merging the science of behaviour change with marketing: the fve non-negotiables

1 Sometimes people don t know about a behaviour and why they should do it. This lever raises awareness and encourages acceptance by educating people that visibly clean is not clean.

2 People are likely to take action if it s easy, but not if it requires extra efort. This lever establishes convenience and confdence.

3 The new behaviour needs to ft with how people like to think of themselves and how they like others to think of them. This lever is about self and society.

4 New behaviours need to articulate the tangible benefts that people care about. This lever demonstrates the proof and payof.

5 Once consumers have changed, it is important to create a strategy to help hold the behaviour in place over time. This lever is about reinforcing and reminding.

MAKE IT UNDERSTOOD

MAKE IT EASY

MAKE IT DESIRABLE

MAKE IT REWARDING

MAKE IT A HABIT

Our ‘Glow Germ demonstration is one example of how we break this myth and prove that washing with water alone doesn t remove germs. Using a powder that glows under UV light, we share the vital message that both soap and water are needed to wash away invisible germs.

In many cultural settings children and adults bring ideas into the home and both can help encourage household hygiene habits to start and to stick. Our programmes therefore encourage mother child interactions around soap use, with this structure helping to make something that can be difcult – remembering to use soap each and every time – a little easier. In addition, mothers want to feel they are being the best mother they can and are typically happy to encourage and enforce the handwashing habit at home as it contributes to their perception of being a good mum.

Studies show that people who commit to a future action are more likely to do it, particularly if commitment is coupled with planning. For this reason, taking pledges has become popular in many areas of development and social innovation. Pledging in front of others whose opinions matter can help turn pledges into action, and an action into an everyday habit. The Lifebuoy pledge is taken in front of peers to make a commitment to wash hands with soap on key occasions, every day.

Reward and recognition are strong motivators of social change. We want mothers and children to feel good about practising healthy behaviours. We include lots of positive reinforcement elements in all our programmes, such as social recognition and giveaways.

Non stop practice turns a behaviour into a habit. Sustained practice of a new behaviour over 21 days is the minimum timeframe it takes to efect a long-term change. And so our programmes run for three weeks, encouraging mothers and children to repeat handwashing behaviours again and again to reinforce the habit of handwashing with soap.

Unilever’s fve levers for change

8 9


Our handwashing programmes Lifebuoy has two signature programmes to make handwashing with soap a habit: the schools programme and mothers programme

Schools programme The schools programme is a crucial part of the Lifebuoy handwashing behaviour change programme. Children develop so much of their behaviour during their primary school years and are heavily infuenced by their peers. Children also take messages back to their communities from school and exert pester power on their parents

We teamed up with children’s communication agency, Yoe, to create Lifebuoy’s School of 5. The School of 5 programme uses a unique combination of comics, puzzles, stories and games to make handwashing fun and encourage school children – and their parents – to make handwashing with soap a lifelong habit.

School of 5 is being implemented globally. The large scale of the programme and the numbers of people reached has caused a paradigm shift in the programme’s ability to attract external partners. Through these partnerships, the School of 5 is now achieving even greater scale, as well as touching hard-to-reach populations.

Lifebuoy School of 5 attends Comic Con

In 2014, Lifebuoy and Yoe took the Lifebuoy School of 5 to Comic Con – the world’s biggest comic convention attended annually by over 100,000 fans – and gave handwashing prominence at the event.

“The lifesaving School of 5 superhero comic book has a circulation of over 20 million, is available in 19 languages, with a reach – by 2014 – of more than 250 million people. The School


of 5 now has the world record for printed copies of a comic – beating Superman’s record by two and a half times.

This is the feel-good project of a lifetime! Imagine using superheroes and comics to actually save the lives of kids around the world. The School of 5 shows the power that comics have and how they can be used as an incredible force for good.” Craig Yoe, founder of Yoe! Studio

11 10



School of 5 programme examples include:

Behaviour change programmes in Indonesia

Lifebuoy programmes have reached 104 million people in Indonesia from 2010-2015. Thirteen million of these have been reached through the school programme, by teaching handwashing with soap to 2.6 million students using the government’s ‘Little Doctors’ school programme, in conjunction with the Ministry of Education.

The ‘Little Doctors’ are students selected within schools to receive training related to diferent health topics, and monitor students activities in these areas. A simple “train the trainer” model is used to educate about the importance of handwashing with soap for children, mothers, and healthcare workers.

Because the handwashing programme runs on the government programme’s existing platform, it brings students a tremendous sense of ownership and motivation, increasing the quality of the programme. It also serves to make it sustainable.

In Indonesia, Global Handwashing Day is another major platform used for educating children and community members about the importance of handwashing with soap, in the presence of key opinion formers. In 2015 events were organised across 16 provinces engaging over 20,000 people.

Unilever multi-brand programmes

Grow FM multi-brand programme in Africa The Grow FM programme delivers health messages to schoolchildren through a fun - yet authoritative - radio DJ. The programme was developed to encourage the adoption of healthy behaviours by schoolchildren in order to optimise their physical and mental development. Through improved health, children have fewer absences from school, achieve better academic performance and have a brighter future.

The multi-brand programme promotes three key behaviours: brush teeth day and night, wash hands with soap on fve key occasions daily, and eat well to grow well by having a balanced diet. The programme content is structured around Unilever’s fve levers for change and the fve non-negotiable elements of all Lifebuoy’s programmes (see page 9).

The programme is named after the DJ Grow Live! radio station, Grow FM. DJ Grow Live! is right at the heart of the programme, helping to make the behaviour aspirational: ‘growing’ is the positive consequence of our healthy behaviours.

To bring the behaviour change messages to life in schools, we use a combination of engaging music, dance and school health facilitators acting as DJs in the classroom with students, along with DJ Grow Live! on the radio.

Students co-create their own material and parents are also involved to reinforce the healthy habits at home. We train teachers, school health facilitators (DJs) and student leaders to deliver the programme at schools.

Teachers are given incentives to lead weekly lessons, while students are rewarded for participating over 21 days and for adopting new habits in their lives.

The programme frst started in Nigeria in 2012, reaching over 5 million people by the end of 2013. In 2014 we launched the programme in Ghana, reaching over 7.4 million people.

Vietnam Hygiene Programme The multi-brand hygiene programme in Vietnam combines Lifebuoy’s handwashing programme with the Oral Care ’Brush Day & Night’ programme, led by Unilever’s P/S Oral Care brand. A combination of demonstrations, handwashing and brushing dances, competitions and rewards bring the behaviour change messages to life in schools. The programme also provides free dental check-ups and treatment.

To reinforce behaviours at home, mothers are given the same messages through activations at the Women’s Union. This network operates throughout Vietnam with a membership of 13 million women. Meanwhile, a direct dentists contact programme passes brushing education messages to dentists.

The combined hygiene programme reached 6 million people in 2014, through activations in rural and urban schools, and through the Women’s Union in rural areas.

12 13

-

--



Delivering scale through partnerships

DFID-funded South Asia WASH Results programme

The Department for International Development (DFID) Water and Sanitation (WASH) fund is a programme involving a consortium of partners including Plan, WaterAid, WSUP, WEDC, Ipsos and Unilever, through its Lifebuoy brand. The overall aim of the DFID WASH programme is to promote the sustained use of hygienic household toilets, and the practice of handwashing with soap at critical times in rural communities in Pakistan and Bangladesh. The programme will reach over 6 million people in total.

The partnership has two distinct phases: the frst phase (2014-2015) focuses on project delivery and behaviour change communication; and in the second phase (2016–2018) the focus shifts to sustainability of the behaviour change, establishing on-going handwashing promotion within communities and securing upgraded handwashing facilities through advocacy and engagement with key opinion formers (KOFs). The funding is “payment by results” and is based on programme delivery and showing sustained behaviour change.

Through DFID WASH funding, Lifebuoy has implemented the School of 5 programme in primary schools reaching 4.7 million students across 57 districts in Bangladesh and Pakistan between 2014-2015.

Bihar Handwashing Project with Children’s Investment Fund Foundation (CIFF) and Bihar State Government, India

A multi-year grant from CIFF is helping to promote handwashing in Bihar State, India. Hindustan Unilever Limited via Bhavishya Alliance Child Nutrition Initiatives is partnering with CIFF to bring handwashing education to 9 million children.

By taking the Lifebuoy School of 5 programme to 46,000 rural government schools, the project is aiming to reduce diarrhoea and pneumonia in children under fve years old across Bihar. Alongside, a programme for new mothers will focus on visiting new mothers at home and at health centres to encourage handwashing with soap. Implementation of the programme started in 2013.

The Bihar Handwashing Project in Brief:

Lifebuoy School of 5 programme is being taken to 46,000 rural schools

New mothers programme focuses on visiting new mothers at home and at health centres to encourage handwashing with soap

In 2014 and 2015 we designed and rolled out training modules to motivate promoters to make handwashing engaging and fun for rural India

Along with other high action standards, a unique geotagging monitoring mechanism has been set up, which adds geographical and time based information to images. These mobile based geotagged pictures allow the programme to be monitored and improved in real time, and gives the government valuable feedback on their schools.

Reaching deep rural areas in Africa

Millennium Villages Project

In 2012, Unilever, the Earth Institute at Columbia University and Millennium Promise joined forces for a three-year collaborative project to improve lives in rural African villages. The goal was to develop a comprehensive Water, Sanitation and Hygiene (WASH) model that could be adapted to resource-poor, rural settings.

The partnership focused on developing this model in the Millennium Villages, a project that works with more than 500,000 people in 80 rural villages in 10 sub-Saharan African countries. By bringing Lifebuoy’s School of 5 handwashing with soap programme to primary schools, and strengthening WASH initiatives in hundreds of rural villages, Unilever hopes the partnership will make an impact on ending extreme poverty throughout the continent.

WASH coordinators and school teachers were trained across Ghana, Kenya, Uganda, Nigeria, Rwanda, Malawi, Tanzania, Mali, Senegal, and Ethiopia, with programmes implemented between 2013 and 2015. From the onset this was a community-driven initiative, with people within the villages taking ownership of the programmes. For example, villagers created constant reminders, including wall paintings and handwashing facilities to reinforce good behaviours and remind the community members to wash their hands with soap.

In Kenya and Ghana a rigorous research study, involving electronic soap ‘loggers’ and sticker diaries, measured handwashing behaviour change, fnding positive results . See the Evidence and Measurement section of this report (pages 18–19) for details.

The partnership has been invaluable for learning to put programmes in place in rural settings. Most importantly, it has shown that low-cost, holistic social and economic investments can contribute to reducing poverty, disease and hunger.

Trachoma Prevention

Unilever-Lifebuoy are working in collaboration with Sightsavers in an efort to eliminate trachoma, the world’s leading cause of preventable blindness. Trachoma is an infectious eye disease that can be easily prevented through hand and face washing. Using an enhanced Lifebuoy School of 5 model, children are encouraged to wash their faces and hands with soap to help prevent eye disease.

The enhanced Lifebuoy School of 5 model involves:

The proven hygiene behaviour change model, School of 5, enhanced with a face washing element and integrated into the existing community structure for sustainability

Working with community theatre and women’s groups, and targeting caregivers, to take the trachoma prevention message to the larger community, fully integrated with the school behaviour change model

WASH clubs in schools to create social norms and a cadre of student leaders sustain programme and behaviours beyond an intensive 21 day intervention

Hand and face washing units with mirrors, which have been proven to create a supportive physical environment for behaviour change.

The programme was piloted in Turkana County in Kenya, an area chosen as it has the highest prevalence of trachisis, the bacterial infection that causes trachoma. Launched in a set of rural primary schools in September 2014, the pilot showed positive results. There was an increase in face washing taking place at the same time as handwashing from 23% before intervention to 76% in schools, and from 20% to 40% in households.

The model will now be adapted and rolled out to other countries in the region, with the ultimate aim to provide a cost-efective and impactful programme reaching all 53 countries where the disease is endemic.

©Karel Prinsloo

About trachoma and Sightsavers:

Trachoma is caused by the bacterium chlamydia trachomatis and is endemic in 53 countries. The three main routes for trachoma transmission are fies, fngers and fomites.

On behalf of the International Coalition for Trachoma Control (ICTC), Sightsavers is managing a programme funded by the Queen Elizabeth Diamond Jubilee Trust. The Sightsaver partnership will tackle trachoma by implementing the World Health Organisation’s integrated control strategy: SAFE.

Phot

os: I

nter

natio

nal T

rach

oma

Initi

ativ

e

Surgery is needed to reposition

turned-in eyelashes

Environmental improvements

such as access to water

Antibiotics treat the infection and decrease transmission

S A F EFacial cleanliness

helps reduce transmission

so they do not scrape in endemic regions and basic sanitation, against the cornea reduce risk of exposure

and infection

15 14



Mothers programme Lifebuoy programmes teach mothers the importance of good hygiene to keep their babies healthy

Over 40% of under-fve deaths occur within the frst 28 days of a child’s life – the neonatal period. That’s over fve neonatal deaths every minute – and 2.9 million a year in total. Of these deaths, 36% are due to infections.

A community study in rural Nepal concluded that handwashing with soap can reduce newborn deaths by 41%. In this study, three hand-washing categories were defned: 1. birth attendant handwashing with soap and water before assisting with delivery; 2. maternal handwashing with soap and water or antiseptic before handling the baby; and 3. combined birth attendant and maternal handwashing. Birth attendant handwashing was related to lower mortality rate among neonates, as was maternal handwashing. There was a 41% lower mortality rate among neonates exposed to both handwashing practices.1

Universal provision of low-cost interventions during pregnancy, labour/ delivery, and the postnatal period could avert over 70 percent of neonatal deaths[ii]. These interventions include maternal tetanus toxoid immunisation, clean delivery and cord care, resuscitation of newborns, early initiation of exclusive breastfeeding, prevention and management of hypothermia, skin-to-skin care, and community based pneumonia case management. In addition, the World Health Organization has recommended hand washing with clean water and soap before and after handling the infant during the postnatal period to prevent infection.2

41% lower mortality rate among newborns exposed to both birth

attendants and mothers practising handwashing with soap

In 2011 Unilever, through Lifebuoy, joined forces with USAID and its Maternal and Child Survival Programme (MCSP) to create a dedicated newborn programme to make handwashing with soap commonplace among mothers.

The programme combined Lifebuoy’s marketing and consumer expertise, and proven handwashing behaviour change methodology, with MCSP’s ability to deploy programmes on a large scale. This combination has allowed the partnership to reach thousands of new mothers with the simple hygiene message – handwashing with soap – that can save the lives of babies.

1 V. Rhee, LC Mullany, SK Khatry, J Katz, SC LeClerq, GL Darmstadt, JM Tielsch. Maternal and birth attendant hand washing an neonatal mortality in southern Nepal. Archives of Pediatrics & Adolescent Medicine 2008;162(7):603-608.

2 Zupan J., et al. Topical umbilical cord care at birth. Cochrane Databse of Systematic Reviews. 2004: Issue 3.

Two of the largest Lifebuoy mothers programmes are:

Indonesia In partnership with the Department of Family Welfare (PKK), Indonesia, the Lifebuoy mothers programme reached over 20 million people across 34 provinces in Indonesia in 2015 alone. Lifebuoy used a pyramid approach to train groups of Government PKK workers at a national level to teach good handwashing practices to mothers. The PKK workers then spread the training down to PKK village groups.

The training programmes reached three different groups of mothers: pregnant women, women with newborn babies and women with children under the age of five, teaching them about the importance of handwashing with soap to protect their children against preventable diseases.

Myanmar In 2014, the Lifebuoy brand launched in Myanmar, with a range of products and a commitment to reach 25 million people by 2020 with Lifebuoy’s handwashing behaviour change programme. Diarrhoea is one of the biggest killers of children under fve in the country. Because of this, Lifebuoy launched with the brand’s Help a Child Reach 5 campaign leading the way and popular actress and singer Dr Chit Thu Wai became the face of the Lifebuoy Social Mission.

Lifebuoy implemented a massive education campaign, building relevance for germ-protection for mothers, children and in local communities. The campaign included a partnership with the Ministry of Health that involved training 500 midwives as part of the mothers behaviour change programme. Meanwhile, the School of 5 programme was implemented in schools across Myanmar, with 320,000 children taking part in the frst year.The behaviour change programme has

already made a huge impact, reaching 1500 villages and a total of 1.3 million people in the frst year alone. Results showed handwashing with soap before meals increased from 9% to 20%.1

Sri Lanka In partnership with Sri Lanka Ministry of Health, the Lifebuoy mothers programme reached nearly 100 midwives and 16,000 new mothers across clinics and day care centres in 2014.

Starting at the antenatal clinic, community physicians conducted the programme, training government midwives from Sri Lanka central province who then went back to run the programmes in clinics and day care centres in their local communities. Day care centres are a new medium for educating mothers, as mothers place their trust in the centres to protect children against diseases.

1 Nielsen - Lifesaver Myanmar: Measurement of Activation Impact, October 2014

16 17



Evidence and measurement Measurement is critical to Lifebuoy: we need to be sure our programmes are creating the necessary impact to meet our objectives and the Unilever Sustainable Living Plan

Finding evidence for the success of our programmes is important to us. We need proof they change behaviour at scale and, by doing so, decrease the incidence of disease and bring other benefts such as increased school attendance. Showing evidence the programmes work at scale not only builds Lifebuoy’s credibility in behaviour change, but subsequently helps attract investments to develop our programmes further.

Measuring impact on handwashing behaviour:

1. Health outcomes Mumbai clinical trial

A clinical trial involving 2,000 families in Mumbai demonstrated the use of soap at key occasions increased signifcantly after the programmes were implemented. Children in the intervention group had 25% fewer incidences of diarrhoea, 15% fewer incidences of acute respiratory infections and 46% fewer eye infections than the control group.

Both in terms of illness data and continued handwashing practice, results were extremely positive in showing sustained behaviour change. The clinical study was published in the Tropical Medicine and International Health Journal.

Help a Child Reach 5

The frst Lifebuoy Help a Child Reach 5 handwashing behaviour change programme was launched in Thesgora and neighbouring villages in Madhya Pradesh, India in 2013. The Lifebuoy team worked with the government of Madhya Pradesh to encourage handwashing with soap at critical times during the day.

The impact of the programme was huge. Results from an independent evaluation by Nielsen of 579 households in Thesgora* showed that Lifebuoy’s handwashing programmes had a signifcant impact on both the handwashing behaviour and health of the whole community. Mothers reported a reduction in incidence of diarrhoea from 36% to 5% by encouraging the use of soap at key occasions throughout the day. 33% more mothers started washing their hands with soap and 26% of children washed their hands with soap more often before meals.

* Independent evaluation of 579 households in Thesgora with children aged below 12 years, conducted by Nielsen in September 2013.

2. Smart sensor technology and diaries to measure behaviours Indonesia Schools Programme

A quantitative behaviour measurement study with schoolchildren and their families in Indonesia showed that Lifebuoy’s schools programme drove an increase in the frequency of handwashing with soap at key occasions, which was sustained six months after the intervention stopped. Soap usage in key handwashing occasions was 51% before the programme, and increased to 64% after the programme, sustained at 61% six months later. This increase was driven, in large part, by a rise in soap usage across all pre-meal occasions. This study was implemented by an independent market research agency, who designed and used stickers and diaries to capture all behaviours (including handwashing), in order to ensure unbiased recording.

The impact of our schools programme in Indonesia was also studied using cutting-edge logger methodology, which is the gold standard of measuring handwashing behaviour. In this trial, small loggers were embedded in soap bars in normal household use. Over a number of days the loggers recorded the time and date when the soap bar moved and algorithms were used to determine whether this movement represented handwashing. Households with children who had been through the programme demonstrated signifcantly more handwashing and used a greater weight of soap than control households, whose children were not exposed to the Lifebuoy programme.

Millennium Villages Project Partnership with Unilever and the Earth Institute, Sub–Saharan Africa

The primary objective of the study was to measure handwashing behaviour change and the efectiveness of the School of 5 programme in Kenya and Ghana using two complementary methodologies: a quantitative behaviour measurement study that incorporated sticker diaries and soap loggers. Analysis from the study using sticker diaries among children in the intervention group showed an increase in post-defecation handwashing with soap and handwashing with soap before meals – the two key occasions for preventing fecal oral disease transmission and improving health outcomes. The logger methodology showed similar results. In Ghana, there was a signifcant increase of 22% in handwashing among children who experienced the School of 5 intervention, compared to children in the control group. Their average length of handwashing with soap was also much longer and, together with frequency increase, meant they spent 40% longer washing their hands each day. Results indicated there was also a spill-over into the household as well, with the parents of School of 5 children using 18% more soap than the control group.

We can use the positive results of our handwashing programme to justify handwashing with soap education in schools with key African governments. We’ve demonstrated a model, which is efcacious, cost efective and can be deployed at scale. Businesses can also then justify this social investment to their stakeholders

Luckson Katsi, WASH Advisor & Technical Specialist & Sonia Ehrlich Sachs, Health Director, The Earth Institute

3. New ways to drive behaviours

Understanding impact of liquid adoption on handwash behaviour

Handwashing programmes have traditionally focused on the bar soap format. With the growth of liquid handwash in recent years, we conducted a study to understand the impact of liquid handwash adoption on the frequency of handwashing occasions, and whether there is a change in this frequency when liquid handwash is introduced. The study found that handwashing habits at key occasions were signifcantly better in households where liquid handwash had been introduced and had sustained usage. And for both children and adults, the frequency of handwashing with soap per day was signifcantly higher in liquid handwash households (frequency increased by 42% and 56% respectively for children and adults).

18 19

Bring people close to our Social Mission Lifebuoy has always put social purpose right at the heart of the brand, embedded into our innovations and our engagement with consumers

Until 2013 Lifebuoy’s focus was primarily on designing and scaling programmes on the ground. From 2013, while the on-ground programmes continue, we have also directed our eforts at raising handwashing awareness as a public health issue, using the power of digital media and celebrities

In 2013 Lifebuoy launched Help a Child Reach 5, with the aim of raising awareness of the importance of handwashing with soap. This award winning campaign brings people closer to Lifebuoy’s Social Mission by encouraging them to join us and take an active role. We have launched three Help a Child Reach 5 flms between 2013 and 2015, bringing a personal, powerful and real perspective on the individual tragedy of losing a child due to preventable infections like diarrhoea and pneumonia.

And it’s thanks to this campaign that awareness of Lifebuoy’s lifesaving handwashing message has spread to millions of people around the world.

Powerful storytelling Harnessing the power of social media

Gondappa

In 2013 the Help A Child Reach 5 campaign launched with a ground-breaking flm telling tthe story of a father, Gondappa, and his journey to celebrate his son’s ffth birthday. The Gondappa flm created a big impact on social networks, with over 25 million views, and sparked strong reactions globally. It received multiple awards, including a Silver Lion at the Cannes Lions International Festival of Creativity in 2013.

Tree of Life

In 2014 Lifebuoy’s second Help a Child Reach 5 flm, Tree of Life, told the story of a mother Utari and her strange afection for a tree. A story of love, longing and loss, the flm has had over 14 million views and is a touching story to highlight the millions of deaths of children under 5 due to preventable infections.

#helpachildreach5 youtube.com/helpachildreach5

My current nominee for the best social programme ever is Help a Child Reach 5. Although other organisations are also active in the handwashing movement, Lifebuoy, for many, has become the exemplar

David Aaker, Vice Chairman at Prophet, brand strategist and author

Chamki

In 2015, the third Help a Child Reach 5 flm, Chamki, highlights the importance of handwashing with soap in the critical neonatal period, when more than 40% of under fve deaths occur. Following a special launch at which Lifebuoy Help a Child Reach 5 Ambassador and Indian Actor, Kajol, introduced Chamki to 130 pregnant mothers in a movie theatre, Chamki’s message has already reached over 60 million people in India alone.


A selection of awards won between 2013 and 2015

CANNES LIONS Silver Film Lion – Corporate Image 2013

SPIKES ASIA Gold Film Spike – Corporate Image 2013, Bronze Film Spike – Cinematography

LONDON INTERNATIONAL AWARDS Silver – Film Music 2013, Film Direction 2013

WARC Silver – Asian Strategy 2013, Gold – WARC prize for innovation 2014, #4 World’s Best Marketing Campaign 2015

ASIAN MARKETING EFFECTIVENESS & STRATEGY AWARDS Bronze Award 2013, Platinum Award 2014, Silver – Integrated Marketing Campaign 2014, Silver Award for Sustained Success 2015

IAB MIXX AWARDS Gold – Multicultural Category 2013, Bronze – Public Service Category 2013

W3 AWARDS Silver – Social Marketing 2013

YOUTUBE #2 in Top 10 India YouTube flms 2013

EFFIES Gold Efe – APAC, Global Finalist 2014

AdForum Greatest Hits Award Greatest Hits Award – for most watched creative work 2014

TAMBULI AWARDS Bronze – Creative Efectiveness 2014, Silver – Established Brand 2014, Grand Prix – Insights & Strategic Thinking 2014, Gold – Advocacy 2015, Gold – Branded Content 2015, Silver – Creative Efectiveness 2015, Grand Prix – Regional Brand Development 2015

PR WEEK ASIA Gold – South Asia PR Campaign of the Year 2015, Gold – Public Education Campaign of the Year 2015, Silver – Corporate Social Responsibility Campaign of the Year 2015

20 21

-


Bring people close to our Social Mission

Impact on the ground with Partner a Village programme The Lifebuoy Help a Child Reach 5 on-ground handwashing behaviour change programme started in 2013 in Thesgora, Madhya Pradesh – a village with one of the highest rates of child diarrhoea in India. The campaign improves hygiene standards in rural communities by providing handwashing education programmes to local schools and clinics, with a special focus on schoolchildren, community workers and new mothers.

The Partner a Village programme has now rolled out to 11 more communities in India, Pakistan, Sri Lanka and South Africa.

How to ensure success in the Partner a Village programme

Identify villages with the highest rates of child diarrhoea and involve the government from the outset, securing strong buy in from local leaders

Put an expert team on the ground to deliver School of 5 and mother’s programmes, focusing not only on programme content and communication, but in local understanding

Make sure there is an enabling environment (like group handwashing stations in schools or Tippy Taps in homes) to help make the practice a habit

Recognise mothers as the key change agent in school and household programmes, and encourage support from fathers through community engagement.

The impact of our frst programme in Thesgora was huge:

IN THESGORA MOTHERS REPORTED DIARRHOEA INCIDENCE REDUCED

FROM 36% TO 5%

more mothers have started washing their

hands with soap

more children are now washing their hands

before meals

33% 26%

Creating a Lifesaver volunteer force In 2014 we launched our Lifesaver Volunteer programme, which gives young people the opportunity to become Lifesavers by teaching children the habit of handwashing with soap.

Our frst 100 Lifesaver volunteers were students selected from top management and engineering colleges in India. Following training, the student volunteers visited schools to run Lifebuoy’s School of 5 behaviour change programme, changing the behaviours of 10,000 people in one city alone.

The Lifesaver Volunteer Programme is now present in fve countries, reaching over 30,000 young people.

I gave up one extra hour of sleep, four Saturdays in a row to be part of the Volunteer Programme and it was more than worth it. One of the best experiences I have had to date! Although the programme has now ended, I often go back and meet the kids. Two months later they still remember what we taught them

Student Volunteer, Welingkar Institute of Management Development & Research India

23 22

’

Advocacy is a central element of our eforts to raise the profle of handwashing with soap globally

Mobilise support for handwashing

Advocacy allows us to extend our reach among infuential audiences and decision makers to encourage them to invest in handwashing programmes and highlight the role that private sector partners can play in this area

Lifebuoy gives priority to raising the profle and promoting the importance of handwashing with soap, setting the agenda and raising awareness at the right forums.

Global and regional forums Help a Child Reach 5 at the United Nations General Assembly Since 2013, Lifebuoy has made the case for handwashing with soap during the week of the United Nations General Assembly (UNGA), with distinguished Indian actor and Help a Child Reach 5 ambassador, Kajol Devgn. We work with celebrities and key opinion formers to raise the profle of hygiene in mainstream and social media. In 2014 alone, Lifebuoy activities at the UNGA resulted in over 120 news articles and a global reach across all publications of over 140 million people.

In 2013 and 2014, Lifebuoy’s key messages at the UNGA were the role that handwashing with soap can play in accelerating progress towards Millennium Development Goal 4 to reduce child mortality, and that handwashing with soap should be included in the post-2015 development agenda to help save lives at scale.

Kajol met with dignitaries, including UN Secretary General, Ban Ki-moon and other leaders to garner support for handwashing with soap in their countries. She was joined by Senegalese musician Youssou N’Dour in 2014. They advocated for handwashing with soap with over 50 First Ladies and fashion industry VIPs — including fashion designer Donna Karan, editor of Italian Vogue Franca Sozzani and model Lily Cole — at the Fashion for Development First Ladies Luncheon.

In 2015 Kajol was joined by fellow Lifebuoy Help a Child Reach 5 ambassador, Myanmar singer Chit Thu Wai. Together they attended a series of events at the summit to give prominence to hygiene in the Sustainable Development Goals (SDGs). As well as attending the UN SDGs summit, Lifebuoy hosted a hygiene panel event, where Kajol was joined by Paul Polman, Water Aid CEO Barbara Frost and Lead of Merck for Mothers Dr Naveen Rao, to call for a hygiene indicator to be included in the Sustainable Development Goals. Kajol was also a key speaker on the Global Citizen Festival stage, advocating for hygiene amongst a crowd of over 60,000 people.

We need to scale up handwashing and sanitation behaviour change programmes to reach more people with life-saving messages and help reduce child mortality

Kajol Devgn, Lifebuoy Help a Child Reach 5 Ambassador

Panel with Kajol, Paul Polman, Jefrey Sachs and Karl Hofmann around the UN General Assembly 2013

Chit Thu Wai with Malala Yousafzai at the Global Citizen Festival 2015

Youssou N’Dour, Kim Polman, Yoo Soon-taek with Kajol at the First Ladies Luncheon 2014

Kajol advocates for handwashing with Ban Ki-moon, UN Secretary General in 2013


Panel with Kajol, Sanjiv Mehta, Malini Mehra, Raj Shah and Shri Saraswati Prasad at World Economic Forum India 2014

Kajol, Paul Polman and Chit Thu Wai at the Global Citizen Festival 2015

Panel with Chit Thu Wai, Barbara Frost, Paul Polman, Kajol and Naveen Rao at UN General Assembly 2015

Senegal Help a Child Reach 5 ambassador, singer Youssou N’Dour at AfricaSan 2015

World Economic Forum India 2014 To coincide with the World Economic Forum (WEF) in India, Hindustan Unilever brought together representatives from government, academia, business and civil society to discuss the role of behaviour change in helping deliver the ‘Swachh Bharat Abhiyan’ (Clean India campaign). Kajol joined Sanjiv Mehta, CEO & Managing Director, Hindustan Unilever Limited, Malini Mehra, CEO of Globe International, Raj Shah, Administrator of USAID and Shri Saraswati Prasad, Joint Secretary – Drinking Water and Sanitation, Government of India, for a panel discussion titled ‘Swachh Bharat Abhiyan (Clean India campaign) – a collaborative approach for success’.

The session focused on how to deliver the sanitation and hygiene education needed to realise the health and development gains of improved access to WASH facilities. The panel also discussed how multi-sector organisations can better work together to raise the public profle of WASH in India and scale-up solutions to help deliver against the 2019 target of the Indian Government for Swachh Bharat Abhiyan.

AfricaSan 2015 The Fourth Regional Conference on Sanitation and Hygiene in Africa focused on the theme: “Make sanitation for all a reality” in Africa. Lifebuoy called on the African leaders gathered to recognise the role of public-private partnerships in addressing newborn and child health, raising awareness of the need to track handwashing facilities and behaviours in order to achieve global development goals.

Award-winning Sengalese singer, Youssou N’Dour, advocated for handwashing at the conference. He performed his popular song “Set”, dedicated to the handwashing cause, and presented a hygiene award with Lifebuoy to the Government of Senegal.

50% of the world’s under-fve deaths happen in Africa, with one in every ten children born dying before their ffth birthday. The simple act of handwashing with soap can save children’s lives and should play a key part in the post 2015 development agenda. I am calling on policymakers and governments in Africa to help make this happen by expanding handwashing education programmes

Youssou N’Dour, Lifebuoy Help a Child Reach 5 Ambassador

@Unilever: In September 2014 Myriam Sidibe, Unilever Hygiene & Nutrition Director Africa, spoke about “The simple power of handwashing”, making a case for public-private partnerships to promote clean hands – and local, sustainable entrepreneurship.

Myriams TED talk has now been viewed nearly 1 million times. www.ted.com/talks/myriam_sidibe_the_simple_power_of_hand_washing

25 24

www.ted.com/talks/myriam_sidibe_the_simple_power_of_hand_washing



Why the world is now committed to Universal handwashing

Though it passed with little fanfare, 11 March 2016 was a historic day for public health. That was the day that governments around the world committed to universal handwashing with soap.

More precisely, the UN adopted ‘indicators’ for the Sustainable Development Goals, the SDGs. Among these was a commitment to measure the “percentage of population using safely managed sanitation services including a handwashing facility with soap and water.”

Why is this so important? For the next ffteen years, the SDGs will guide how countries set targets and make funding and policy decisions. Tangible indicators ensure that country governments deliver the promise of hygiene for all, as they have to report against these indicators, and will be held accountable if they fail to promote handwashing as part of SDG 6.

Here Val Curtis, Wolf-Peter Schmidt and Jessica deWitt Huberts from the London School of Hygiene and Tropical Medicine discuss why the adoption of the handwashing indicator is so vital.

Improved hygiene protects both the individual and everyone around them. It contributes not just to personal protection from infection but protects others via safe food, safe child care and safe care for neonates.

Diarrhoeal deaths preventable by handwashing with soap

High (40% preventable) = 539,000

Low (23% preventable) = 297,000

Pneumonia deaths preventable High (23% preventable) = 299,000 by handwashing with soap Low (21% preventable) = 273,000

Total deaths from diarrhoea and pneumonia preventable by handwashing with soap

High = 838,000

Low = 570,000

Calculations of preventable diarrhoeal deaths based on prevalence of handwashing of 19% worldwide and 1.5 million deaths globally in 20123 Calculations of preventable pneumonia deaths based on 1.3 million deaths globally.5

Preventable fractions from Aiello (2008)6 (21%) and Rabie and Curtis (2005)(23%).7

For the next ffteen years, the Sustainable Development Goals (SDGs) will guide how countries set targets, and make funding and policy decisions. Hygiene is included in Goal 6.

Sustainable Development Goal 6: By 2030, achieve access to adequate and equitable sanitation and hygiene for all and end open defecation, paying special attention to the needs of women and girls and those in vulnerable situations.

With the adoption of a handwash indicator countries can track their progress. They will now have to measure and report on rates-of-use of handwash facilities associated with sanitation.

Access to clean and sufcient amounts of water is a prerequisite for a wide range of key hygiene behaviours such as handwashing, food hygiene and child care. However, indicators for water access provide upstream information, and it is not clear whether the available water is actually used for personal hygiene, child care and food hygiene. These behaviours depend on many other factors such as social norms, habits, education and socio-economic status. Given the importance of hygiene to improve neonatal and child survival, having a proximate indicator for hygiene behaviours will make monitoring the progress towards the SDG better than simply assessing water access.

Many countries have already made great progress towards improved access to water, but hygiene behaviours such as handwashing remain stubbornly low.1, 2 Recent estimates indicate that only 19% of people worldwide wash their hands with soap at key moments.3 However, the wide variation in observed handwashing practices even among low-income countries4

highlights the potential for improvement.

Hygiene, and in particular, handwashing with soap, is key to the prevention of diarrhoea, pneumonia and maternal and neonatal infections. The other SDGs on child health cannot be met without progress on hygiene. Hence the need for indicators.

Without understanding the progress made towards providing a clean and hygienic environment for newborns, infants and older children especially in poor settings, directing resources will be difcult. Now that hygiene is to be explicitly measured and results reported then progress on this important determinant of health can be measured and results reported,. And what gets measured is what gets done, according to some.

So how good a measure is the new indicator? Hygiene is a complex human behaviour that is difcult to standardise and to measure. Other important health behaviours, such as exclusive breastfeeding, are equally difcult to assess as they rely so extensively on self-reported behaviour, which, in the case of exclusive breastfeeding (and handwashing), usually leads to an over-reporting of desirable responses.

The indicator for handwashing

The adopted indicator tracks “the proportion of households with a specifc place for hand washing where water and soap are present”. This is likely to be a good proxy for actual handwashing, and something similar has previously been included in Multiple Indicator Cluster Surveys (MICS) and Demographic and Health Surveys (DHS).

1. Research shows the likelihood that people wash their hands at critical times is highest in households with a specifc place for handwashing where water and soap are present.

2. For correct handwashing to take place, at the specifc place the presence of water – standing or running water – and the presence of any type of soap (bar, liquid or powder) is a prerequisite. If this indicator shows an upward trend in a population, it will be highly likely that more handwashing with soap is practised.

3. The absence of a specifc place for handwashing is common in many low income settings. It is uncommon in wealthier settings. Therefore this indicator specifcally monitors progress in sections of a population that are in greatest need of hygiene improvements.

4. The indicator is objective and can easily be assessed by feld workers with limited training.

5. Following the standardisation of hygiene questions in international surveys, data on handwashing facilities are now available for a growing number of countries covering most developing regions of the world.

More than 100 years after discovering the importance of hygiene in protecting public health, handwashing with soap remains a critical part of infection control. Handwashing with soap needs to become what everybody everywhere does to protect themselves and those around them. Public health interventions need to enable people to practise handwashing, by improving access to water and by promoting handwashing. This is why it is a triumph for public health that the UN has done the right thing and adopted a handwashing indicator.

©Karel Prinsloo

Securing the measurement of handwashing with soap facilities within the Sustainable Development Goals was a great step towards ensuring this lifesaving practice is mainstreamed globally. Now we need to help people realise the true health benefts of handwashing by promoting regular use and good behaviours alongside improved facilities

Laura Barneby, Global Advocacy Manager, Unilever

REFERENCES 1. Curtis V, Schmidt W, Luby S, Florez R, Toure O, Biran A. Hygiene: new hopes, new horizons. Lancet Infect Dis. 2011; 11(4): 312-21. 2. Hunter PR, MacDonald AM, Carter RC. Water supply and health. PLoS Med. 2010; 7(11): e1000361. 3. Freeman MC, Stocks ME, Cumming O, Jeandron A, Higgins JP, Wolf J, et al. Hygiene and health: systematic review of handwashing practices worldwide and update of health efects. Trop Med Int

Health. 2014; 19(8): 906-16. 4. Curtis VA, Danquah LO, Aunger RV. Planned, motivated and habitual hygiene behaviour: an eleven country review. Health EducRes. 2009; 24(4): 655-73 5. Walker CL, Rudan I, Liu L, Nair H, Theodoratou E, Bhutta ZA, et al. Global burden of childhood pneumonia and diarrhoea. Lancet. 2013; 381(9875): 1405-16. 6. Aiello AE, Coulborn RM, Perez V, Larson EL. Efect of hand hygiene on infectious disease risk in the community setting: a meta-analysis. AmJPublic Health. 2008; 98(8): 1372-81. 7. Rabie T, Curtis V. Handwashing and risk of respiratory infections: a quantitative systematic review. TropMedIntHealth. 2006; 11(3): 258-67. 8. JMP. http://wwwwssinfoorg/fleadmin/user_upload/resources/JMP-WASH-Post-2015-Brochurepdf. 2015.

27 26

http://wwwwssinfoorg/fileadmin/user_upload/resources/JMP-WASH-Post-2015-Brochurepdf



Global Handwashing Day Each year on 15 October, over 200 million people are involved in the celebration of Global Handwashing Day in over 100 countries around the world.

Launched in 2008, Global Handwashing Day is an annual event backed by the Public-Private Partnership for Handwashing with Soap, of which Unilever-Lifebuoy is a founding partner. Each year the event grows in scale and impact.

For Lifebuoy, Global Handwashing Day is the major event that provides scale and amplifcation for the Help a Child Reach 5 campaign. Activities on Global Handwashing Day include making impact on the ground through our handwashing programmes and garnering support from government infuencers and First Ladies. By using content – such as the Lifebuoy Help a Child Reach 5 flms, Gondappa and Chamki – people are inspired to amplify the campaigns using social media. The campaign also engages employees to volunteer in schools and local communities to spread the handwashing message.

Engaging celebrities to advocate for handwashing

Across the world, Lifebuoy partners with celebrities to help raise awareness of the importance of handwashing with soap. Celebrity endorsements help to increase excitement around the Help a Child Reach 5 campaign and events such as Global Handwashing Day. The support of a celebrity ambassador gives Lifebuoy’s campaign credibility, and provides a strong media hook when talking to journalists – celebrities have high reach and share-of-voice in the media.

Global Handwashing Day results 2013–2015 include:

35>50 First Ladies becoming handwashing advocates (2014)

Unilever countries celebrating

47>40,000 celebrities participating in

participants Unilever employee

Global Handwashing Day celebrations (2014)

45 million Lifebuoy Help a Child Reach 5 flm views* * combined views of Lifebuoy Help a Child Reach 5 flms Gondappa, Tree of Life

and Chamki to end 2015. Includes additional views following GHD activities and other activities throughout the year.

Myanmar Lifebuoy Help a Child Reach 5 Ambassador, singer Dr Chit Thu Wai

Global Handwashing Day event in Indonesia

Global Handwashing Day volunteers from Unilever Nepal factory

Vietnam Lifebuoy Help a Child Reach 5 Ambassadors, fnalists from the Voice Kids

Bangladesh Lifebuoy Help a Child Reach 5 Ambassador, cricketer Shakib Al Hasan

South Africa Lifebuoy Help a Child Reach 5 Ambassador, singer Yvonne Chaka Chaka

Nepal Lifebuoy Help a Child Reach 5 Ambassador, actor Rajesh Hamal

Sri Lanka Lifebuoy Help a Child Reach 5 Ambassador, cricketer Kumar Sangakkara

China Lifebuoy Help a Child Reach 5 Ambassador actor Bai Baihe

Zimbabwe Lifebuoy Help a Child Reach 5 Ambassador, musician and fashion designer Fungisai Zvakavapano Mashavave

Global Handwashing Day celebrations in Ghana with Millennium Villages Project

Global Handwashing Day celebrations with School of 5 characters in Kenya

Mothers in Sri Lanka breaking the Guinness World Record for a handwashing relay

Global Handwashing Day event in Indonesia Unilever employees volunteering on Global Handwashing Day in India

Teaching children the lifesaving habit of washing hands with soap on Global Handwashing Day event in Nigeria

28 29


Partnerships Changing handwashing behaviour requires a huge efort from all sectors of society to work together to efect a change in deeply entrenched hygiene habits. This is why public-private partnerships are the backbone of our handwashing behaviour change programmes.

Throughout Lifebuoy’s history of running hygiene promotion programmes, we have built valuable hygiene marketing skills. In order to share its knowledge and skills with public sector partners, Unilever – through Lifebuoy – has a number of diferent types of partnerships. Our work has been recognised by public health authorities such as The Royal Society of Public Health and The London School of Hygiene and Tropical Medicine. We have also set up pioneering partnerships to ensure scale and reach.

Public-private partnerships are crucial to achieve the Global Development Goals. Health organisations and governments have the expertise to deliver messages in a scalable and sustainable way. The private sector has the marketing and consumer understanding to communicate and change behaviours of mothers and children

Anila Gopal, Global Social Mission Director, Lifebuoy

Handwashing is a critical action for a healthy and happy life. We need new and improved partnerships like Lifebuoy that focus on addressing failures in the market, including the need for better, more afordable products and behaviour change, to reach the Sustainable Development Goals for hygiene

John Sauer, Senior Technical Advisor, Water, Sanitation and Hygiene, PSI

Our Partnerships include:

Governments: Unilever, through Lifebuoy, partners with government Ministries of Health and Education in countries across the world to fulfl our vision of handwashing at scale. These countries include Kenya, India, Indonesia, Malaysia, Nepal, Pakistan, Sri Lanka and Vietnam.

Children’s Investment Fund Foundation (CIFF): CIFF is an independent philanthropic organisation that supports bold ideas seeking to solve intractable challenges for children. Areas of work include children and mothers’ health and nutrition, children’s education and welfare, and smart ways to slow down and stop climate change. Unilever, through Lifebuoy via Bhavishya Alliance Child Nutrition Initiatives, is partnering with CIFF and the Bihar State Government to bring handwashing education to millions of schoolchildren in rural Bihar in India.

Department for International Development (DFID): DFID is a United Kingdom government department responsible for administering overseas aid. The goal of the department is to promote sustainable development and eliminate extreme poverty. Unilever, through Lifebuoy, is one of a consortium of partners in the DFID-funded South Asia WASH Results programme.

London School of Hygiene & Tropical Medicine (LSHTM): The LSHTM is a world-leading centre for research and postgraduate education in public and global health, with the mission to improve health and health equity in the UK and worldwide. The Lifebuoy team works in partnership with the LSHTM to achieve excellence in public and global health research, education and translation of knowledge into policy and practice.

Millennium Villages Project (MVP): The MVP addresses the root causes of extreme poverty, taking a holistic, community-led approach to sustainable development. In July 2012, Unilever, MVP (through Columbia University’s Earth Institute) and the Millennium Promise embarked upon a collaborative project to promote handwashing with soap in rural communities across Africa.


UNICEF (India): The United Nations Children’s Fund – UNICEF – works for children’s rights, survival, development and protection through programmes, policies and partnerships. In rural India, Hindustan Unilever partnered with UNICEF and the government of Madhya Pradesh on a handwashing behaviour change programme for school children and their families.

USAID (United States Agency for International Development): USAID is the lead US Government agency that works to end global poverty and enable resilient, democratic societies to realise their potential. Unilever, through Lifebuoy, formed an alliance with USAID and the Maternal and Child Health Integrated Program (now the Maternal Child Survial Program) for handwashing for newborn survival.

Water & Sanitation for the Urban Poor (WSUP): WSUP is a non-proft partnership between the private sector, NGOs and research institutions focused on solving the global problem of inadequate water and sanitation in low-income urban communities.

The partnership between WSUP and Unilever pushes the boundaries of multi-sector partnerships, making a positive contribution to addressing the growing urban WASH challenge across the developing world by combining the sector advantages enjoyed by both organisations to develop and deliver a joint programme

Sam Parker, former Managing Director, WSUP Advisory

PSI (Population Services International): PSI is a global health organisation dedicated to improving the health of people in the developing world by focusing on the greatest threats to children under fve, including malaria, diarrhoea, pneumonia and malnutrition. Unilever, through Lifebuoy, has worked with PSI in Kenya, Zimbabwe, Vietnam and India to implement Lifebuoy’s School of 5 programme, teaching children the importance of handwashing with soap.

Public Private Partnership for Handwashing with Soap (PPPHW): The PPPHW is a coalition of international stakeholders with the aim to give families, schools and communities in developing countries the power to prevent diarrhoea and respiratory infections by supporting the universal promotion and practice of proper handwashing with soap at critical times.

Royal Society for Public Health (RSPH): The RSPH is an independent, multi-disciplinary charity dedicated to the improvement of the public’s health and well-being. The RSPH helps inform policy and practice, working to educate, empower and support communities and individuals to live healthily. Lifebuoy soap and the Lifebuoy behaviour change programmes have been accredited by the RSPH.

Sightsavers: Sightsavers is an international organisation that works in more than 30 countries to eliminate avoidable blindness and support people with visual impairments to live independently. Sightsavers is working in collaboration with Unilever, through Lifebuoy, in an efort to eliminate trachoma, an infectious eye disease that is the world’s leading cause of preventable blindness.

30 31

Every year tens of millions of people are afected by natural disasters and conficts. The victims are often the most vulnerable and least able to cope, and the most prevalent diseases during an emergency include diarrhoeal diseases, cholera and respiratory infections. One of the simplest solutions – handwashing with soap – can help prevent the spread of disease.

Lifebuoy helps to drive handwashing behaviour change in disaster and emergency settings, and has developed two types of communication response:

WARN & ALERT: Preparedness for seasonal events and outbreaks ensures messages hit consumers at seasonal peaks so that they are forewarned and ready to increase their handwashing.

ALERT & ACT: As a brand with a strong Social Mission we, as part of a wider Unilever emergency relief package, have stepped up our response to humanitarian emergencies in recent years. The Lifebuoy response aims to ensure that, before the spread of disease, soap reaches those who need it and people who are living in challenging situations are educated about the importance of handwashing with soap. Typically, Lifebuoy ensures soap and hygiene promotion communications and materials are made available for health workers and centres working with displaced families.

The distribution of soap in emergencies can reduce incidence of diarrhoeal disease by up to 27%. Handwashing with soap also breaks the transmission chain of respiratory infections, which, along with safe drinking water, can reduce the spread of diseases such as cholera.

Through Unilever’s Global Partnerships and Foundation team, Unilever works with partners, such as Oxfam, PSI, Save the Children, UNICEF and the World Food Programme, to respond in times of disaster and emergency. This enables us to provide critical resources expeditiously when there is the greatest need and on longer-term projects to help rebuild communities. Increasingly, as a company we are focusing on how best to prepare communities and organisations to mitigate the impact when disasters do strike.

Together with our partners, we are seeking to tackle some of society s most pressing challenges and assist with disaster and emergency relief eforts. For more information about Unilever s collaborations with global partners, visit www.unilever.com.


’

- --

-

-

-


Preparedness and emergency response

’

Following the devastating earthquake in Nepal in April 2015, Unilever Nepal, the Unilever Global Partnerships team, and Lifebuoy worked together with some of the company’s global partners to ensure a speedy response to afected areas. Combined with product donations, including 360,000 bars of Lifebuoy soap, hygiene messages were aired on radio and in print to inform people about the importance of handwashing with soap at the key occasions to help prevent the spread of germs.

’

Unilever Sustainable Business and Advocacy Team

The Lifebuoy target of helping one billion people change their handwashing habits is Unilever s single biggest Health & Wellbeing target within the Unilever Sustainable Living Plan.

As a team, we support Lifebuoy activities in a number of diferent ways, including:

Looking at how we can cost efectively scale up our handwashing programmes to reach the one billion target by exploring lower cost alternatives to change handwashing behaviour while maintaining efectiveness. For example, by using mobile and mass media

Mobilising external partnerships – both existing and new – to share resources and experience in order to reach more people. A good example is our DFID-funded South Asia WASH Results programme involving a consortium of partners, detailed on page 18 of this report

Demonstrating the efectiveness of handwashing with soap behaviour change programmes to both new and existing partners

by evaluating how efective our programmes are, and developing standards of measurement that are externally recognised

Raising the profle of handwashing with soap through advocacy, to ensure handwashing is prioritised as a cost efective health intervention. Most recently, we have worked together with partners to make the case that handwashing with soap should be included as an indicator in the Sustainable Development Goals. We are delighted this indicator has now been adopted.

We look forward to taking the next steps towards our one billion goal and to helping the Lifebuoy team to extend the reach of our programmes through new models.

Sarah McDonald, Sustainable Business Director, Unilever Laura Barneby, Global Advocacy Manager, Unilever

32 33

-

’

Way forward

Lifebuoy’s Help A Child Reach 5 campaign has soared to new heights, reaching consumers and policymakers at the highest levels, giving them an opportunity to be directly involved in the cause of handwashing with soap.

We aim to reach 1 billion people through the following:

1. Finding cost-efective ways to maximise reach

Lifebuoy has already reached millions of people globally. We now need to move faster and further, fnding efciencies for our programmes to enable us to meet our public health goals. We will leverage technology and existing platforms to make our programmes more cost efective.

2. Partnerships to reach where we cannot alone

Changing the paradigm on how we work with partners is the only way that Unilever will realise its vision, with innovative co-investment partnerships helping us reach an infection point in delivering impact. Government teacher-led and health worker-led models will help achieve scale as well as sustainability.

3. Unlocking new models to reach scale

To accelerate progress, our aim is to develop innovative, high quality new models and channels to change behaviours, to provide an alternative to direct contact intensive programmes. This includes opening new channels, such as TV, mobile and digital to maximise our reach.

4. Deepen consumer engagement

Consumers make the most powerful evangelists for social change, if given the platform to do so. By unleashing the power of storytelling and providing engagement platforms, we will give consumers opportunities to make a diference meaningfully.

5. Infuence policies and their implementation

Lifebuoy s Social Mission activities already reach global levels of decision making. With new Sustainable Development Goals set in 2015, spreading our messages to impactful regional and country platforms is critical for success.


34 35

#helpachildreach5

lifebuoy way of life - unilever.com.lk · vietnam 26 nigeria 7 myanmar 4 kenya 3 sri lanka 1...

Documents