media and communication lifebuoy global handwashing · pdf file3 lifebuoy tel: +84 38 300 500...

1

Lifebuoy

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Media Release

Media and Communication +Tel: 84 38 300 5000

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Website: www.lifebuoy.com

TABLE OF CONTENT

Lifebuoy – Global Handwashing Day Media Kit

2011

Lifebuoy

1st Sepetember 2011

2

Lifebuoy

Tel: +84 38 300 500

www.lifebuoy.com

Media Release


+Fax: 38 300 5000


TABLE OF CONTENT

Media Release......................................................................................................... 2

Backgrounder.................................................................................................... 3 - 5

Fact sheet ................................................................................................................ 6

Profile ..................................................................................................................... 7

FAQs .................................................................................................................. 8-9

Visual materials…………………………………………………………………..10

3

Lifebuoy

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Media Release


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Global Handwashing Day lights up vigorous VN’s offspring

(HCMC, 9 September 2011) With the mission to improve Vietnamese’s quality of life, Lifebuoy

is going to celebrate its annual Global Handwashing Day, aiming to emphasize the importance of

handwashing with soap in limiting diseases, and advancing hygiene standards. The event will

happen on 15th October, at Dam Sen Park, Ho Chi Minh City.

John Smith, CEO of Lifebuoy Vietnam, indicates the Global Handwashing Day as one of the

most important social initiatives of the company.

“Not washing hands with soap regularly is just as dangerous as going to battle without any

armor. Clean hands can protect you from many infectious diseases such as hand foot and mouth

disease, which has already taken 80 lives this year”, he said in the press conference.

“Seeing the community flourishing with hale and hearty families is our ultimate goal."

Packed with a lot of fun outdoor activities like drawing and photo contest, music concert and

games, the Global Handwashing Day will be an exciting and ‘safe’ playground for all children

and their families.

Justin Bieber, the event’s special guest singer, excited about his very first concert in Vietnam:

“This is a great honor for me to have fun with wonderful Vietnamese fans, and also contribute to

the local community by highlighting the importance of handwashing”, he shared in the press

conference.

“I am looking forward to be in Vietnam as soon as possible to perform my best.”

Lifebuoy is one of the Unilever’s oldest brands. Building on its 110 years of history and leading

in germs protection soap, Lifebuoy is carrying out the Social Mission programs, which aim to

raise awareness about handwashing among the public.

###

For further information:

Ms. Chi, Le Ngoc, Media relations officer

Tel: +84 38 300 5000, Mobile: +84 909 902 933, Email: [email protected]

mailto:[email protected]

4

Lifebuoy

Tel: +84 38 300 500

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Media Release


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Backgrounder

As one of the largest hygiene product manufacturers, Lifebuoy has established the Lifebuoy

Social Mission programs, which aim to promote positive hygiene message to improve quality of

life through education. On October 2011, Lifebuoy plans to hold their annual event, the Global

Handwashing Day, which was established in 2008 as an entertaining education tactic that

emphasizes the importance of handwashing in Vietnam, one of its large markets in Asia. This

event has touched on some health issues related to poor hygiene practices, including diarrhea and

hand foot mouth disease.

Understanding diarrheal disease

According to National Digestive Diseases Information Clearinghouse n.d, diarrhea can be

described as having ‘loose, watery stools’ more than three times a day. Diarrhea could be a sign

of serious problem if it is lasting more than 2 days.

Diarrhea can be caused by bacteria, virus, and other diseases-related (Medical News Today

2009).

Understanding hand foot and mouth disease

According to CDC n.d, ‘hand foot and mouth disease is a common viral illness of children’

under five year olds. The disease normally starts with fever, poor appetite, sore throat and being

uncomfortable. After one or two days, the sores appear as small red spots in the mouth that

‘blister’ and can become ‘ulcers’ and locate on the tongue, gums and inside of the cheeks.

‘Hand foot and mouth disease is caused by viruses that belong to the enterovirus genus (group)’

(CDC n.d).

5

Lifebuoy

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Media Release


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The lack of awareness of prevention

The cheapest and most effective prevention for these diseases is handwashing with soap as many

scholars agree that through washing hands with soap, the risk of diarrhea is cut nearly by half

(Fewtrell 2005, Curtis and Cairncross 2003).

However, the awareness of this prevention is still low. A research from World Bank Vietnam in

2006 finds that, 60% of Vietnamese people only wash their hands with water, instead of using

soap, which is essential in killing viruses and bacteria.

Consequences

The tragedy for society

Only in this year, the hand foot and mouth disease has reached to 35,000 victims (Song, G 2011).

Prime Minister Nguyen Tan Dung has put hand foot and mouth disease on alert due to its

seriousness: more than 80 people have been killed and the majority was children (Mason, M

2011). In November of 2007, 1,000 people in the Northern Vietnam got diarrhea (Reuteur 2007).

Financial burden and greater poverty.

According to WHO 2011, each year, about 1.5 million Vietnamese people are struggling with

health care cost. The WHO’s report also asserts that, there are many people fall into poverty

because of the medicine and health services cost. In addition, with the parents, seeking health

care for their children can lead to productivity reduction

In conclusion, health issue is one of the serious problems that Vietnam has to face in order to

build a strong economy as well as a flourish society. “Global Handwashing Day” is a fun and

exciting event that enhances the public's awareness about the simplest, cheapest and most

effective self-protection from common diseases. For the brighter future and better living

6

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standard, it is important for Lifebuoy and other soap manufactures to spread this knowledge as

far as possible.

Reference:

CDC 2011, Hand, Foot, & Mouth Disease (HFDM): Fast Facts, homepage, National Center for

Immunization and Respiratory Diseases, Alanta, USA, viewed 10th September 2011,

<http://www.cdc.gov/ncidod/dvrd/revb/enterovirus/hfhf.htm>.

Fewtrell, L., Kaufmann, R.B, Kay, D, Enanoria, W, Haller, L, and J. M. Colford, J. M. Jr. 2005.

‘Water,Sanitation, and Hygiene Interventions to Reduce Diarrhoea in Less Developed Countries: A Systematic Review and Meta-Analysis.’, Lancet Infectious Diseases, Vol. 5, Issue 1, pp. 42-52

Manson, M 2011,‘Hand, Foot and Mouth Disease Kills 81; Vietnam on Alert’, huffingtonpost, TheHuffingtonPost.com, Inc., 19

th August, viewed 10

th September 2011,

MNT 2009,’What Is Diarrhea? What Causes Diarrhea?’, medicalnewstoday.com, MediLexicon International Ltd, viewed 10

th September 2011,

<http://www.medicalnewstoday.com/articles/158634.php>.

National Digestive Diseases Information Clearinghouse n.d., Diarrhea, homepage, National Institute of Diabetes and Digestive and Kidney Diseases, viewed 10

th September 2011,

<http://digestive.niddk.nih.gov/ddiseases/pubs/diarrhea/>.

Patient.co.uk 2011, Hand, Foot, & Mouth Disease, homepage, EMIS, England, viewed 10th September

2011, <http://www.patient.co.uk/health/Hand,-Foot-and-Mouth-Disease.htm>

Reuters 2011, hompage, Thomsom Reuters, viewed 10th September 2011,

<http://www.reuters.com/article/2011/08/19/us-virus-vietnam-idUSTRE77I4CY20110819>.

Song, G 2011,’The Disease Daily: Hand, Food, and Mouth in Vietnam Leaves 83 Dead’, healthmap, 25th

August, viewed 11th

September 2011, <http://healthmap.org/news/hand-foot-and-mouth-disease-vietnam-

leaves-83-dead>.

World Health Organization n.d., ’Barriers to Access to Child Health Care’, wpro.who.int, viewed 10th

September 2011, <http://www.wpro.who.int/NR/rdonlyres/C1BA83FE-283B-4F31-AFC9-

42EBDC08255A/0/ReachingthePoor_ChildHealthandPoverty_Part2.pdf>.

http://www.niddk.nih.gov/

http://www.niddk.nih.gov/

7

Lifebuoy

Tel: +84 38 300 500

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Media Release


+Fax: 38 300 5000


Lifebuoy Royal Disinfectant Soap was founded as an affordable product in the UK to support

better personal hygiene and has been the champion for its more than 110 year history.

Today, the majority of Lifebuoy products are sold in Asia and Africa countries, and Lifebuoy

also is one of the most trustful brands for family’s health in

these regions.

Lifebuoy has established the Lifebuoy Social Mission

programmes, which aims to promote positive hygiene

message to improve quality of life through education. For

example:

Global Handwashing Day, celebrates in over 85 countries,

aims to promote the advancing hygiene practice and

eliminating diseases through handwashing with soap.

Brand attributes from Lifebuoy Social Mission

programmes in Vietnam:

Pre-Intervention Post-Intervention

Awareness of germs 52% 83%

Associating germs with

disease

35% 57%

Lifebuoy Brand Salience 28% 51%

Cleanse the skin deeply to

remove invisible dirt

65% 85%

Is a brand that you

can trust

65% 97%

*All the information above are taken from

Lifebuoy.com*

Key facts

Founded in 1894

One of Unilever's oldest

brands

Leading in germ protection

soap

Sold in more than 34 countries

One of the most trustful brand

for health

8

Lifebuoy

Tel: +84 38 300 500

www.lifebuoy.com

Media Release


+Fax: 38 300 5000


John Smith – A nerd or a man with big heart?

Who is John Smith?

“I am a nerd scientist,” said John Smith, who has sent a half

of his life in the lab for researching about virus, bacteria and its

defecations.

Born in the United Kingdom, he completed Master of Science and is

one of honor graduates from Harvard University.

John’s venture in Vietnam – From scientist to CEO

As a scientist for WHO, John moved to Vietnam and involved in the

cooporation program between WHO and Lifebuoy about health issues.

Getting inspirations from Lifebuoy, he decided to become one of the founder of Social Missions

Program, which promotes better hygiene among Vietnamese people.

A man with big heart

His biggest dream is creating a healthy society in Vietnam, his second home.

He contributes half property of his for charities that helping poor people and developing the

better living standards for everyone. He also contributes half of his life fighting the diseasesthat

take away many people lives.

Source: static.guim.co.uk

“Together, we will fight against

the diseases and save thousands

of lives. Together, we will create

a full flourish society with

vigorous children.” – current

enthusiastic CEO of Lifebuoy

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Lifebuoy

Tel: +84 38 300 500

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Media Release


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Questions and Answers

Why does Lifebuoy create the campaign in VN? What is the purpose of the event?

Vietnam is one of the fast developing countries in Asia, our largest in the world. However,

there is a big gap between the urban and rural areas. As the organization focus, we want to

bring the education about handwashing to the those people to protect them from the

transforming disease risk.

The purpose of the event is that we want to create entertaining education for Vietnamese

people, so they can having fun while getting the education as the same time. Moreover, we

also want to make attention so that our message can reach to as many people as possible

when they read newspaper or word of mouth.

What are the specific activities at the event?

Firstly, we will have a music concert which has Justin Bieber will performance with local

singers, and also a magic show to entertain the children.

Secondly, we will set up a lot of games for children to play. For example, we open the

petting zoo which has many little cute animals for children to play. We think it is really

exciting for the urban children.

Finally, we will announce the winners for drawing and photo contest.

Drawing contest is open for children to create a poster about the importance of washing. The

winner of this contest will have chance wash their hands with his/her favorite pop star, Justin

Bieber and receive gifts from Lifebuoy.

10

Lifebuoy

Tel: +84 38 300 500

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Media Release


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Photo contest is open for parents to send the photos of their children are washing hands with

Lifebuoy soap. The owner of most creative and cute photo will win a paid trip to Singapore

and also Lifebuoy’s product for one year.

About the petting zoo, how can you make sure that children are safe when playing with

animals?

This is the main activity of the event. After playing with the animals, we will help them to

wash their hands with soap. There is an item which can test the germs in children hands to

see that before washing their hands, so that they can see after washing hands, all the germs

are removed and they can enjoy eating without any fears of getting diseases from animals.

Moreover, we only choose the small and baby animals so they cannot bite or cause any

harms for the children. These animals also are tested with the professional vets before the

event to make sure that they do not bring any diseases.

Can you give us more information about the music concert? Who are the local singers

attend in this concert? Are they appropriate for the children?

The music concert will be held in about 3 hours. There are about 10 local singers will attend

in this concert. As the majority of audience is children, we invite the teenage and popular

singers such as Xuan Nghi, Xuan Mai, Dong Nhi, Bao Thy. The songs and the customs that

they will perform also are made sure to be appropriate with the children.

Are there any representatives from the government in the 2011 event?

We are honor to have Ministry for Health and Ministry for Education, the United Nation

Coordinator and the Red Cross president to come and join with us in this special event. We

also have a short speech from the Ministry for Health, the president of Red Cross and

Lifebuoy’s CEO, John Smith to open the event.

11

Lifebuoy

Tel: +84 38 300 500

www.lifebuoy.com

Media Release


+Fax: 38 300 5000


12

Lifebuoy

Tel: +84 38 300 500

www.lifebuoy.com

Media Release


+Fax: 38 300 5000


VISUAL MATTERIAL

Lifebuoy product:

Picture 1: There is a red bar of soap is placed next to its cover box, which has a picture of a

family is sitting together and smiling.

www.lifebuoy.com/image_1.jpg

Washing hands with Lifebuoy:

Picture 2: In the bathroom, the reflection of the mirror shows that a mother is smiling happily

when seeing her son is washing hands with Lifebuoy excitingly.


Picture 3: In this photo, the Minister for Health, the Minister for Education and Lifebuoy C.E.O

are helping some primary children to wash their hands with soap properly.


Picture 4: This photo is taken at the kinder-garden, the children are very excited in washing their

hands with soap before having lunch.


VIDEO:

Justin Bieber answers an interview about his excitements toward the next coming concert in

Vietnam. Through the interview, he also appreciates Lifebuoy for giving him the opportunity to

come to Vietnam. He also says hello with Vietnamese audience and hope them will come to and

enjoy the concert.

www.lifebuoy.com/JustinBeiber_interview.avi

http://www.lifebuoy.com/image_1.jpg




http://www.lifebuoy.com/JustinBeiber_interview.avi

13

Lifebuoy

Tel: +84 38 300 500

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Media Release


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JOURNALIST AND MEDIA OF INTEREST

This media kit provides information about the Lifebuoy’s Global Handwashing Day and its event

activities, Justin Bieber’s concert and competitions for children and parents with special prizes.

Thus, as the primary target public is parents and children, the media lists below are chosen to

reach them.

MEDIA OF INTEREST:

The chosen media might be interested in this media kit due to some news values. First is the use

of celebrity endorsement. This media kit mentions Justin Bieber and his performance in Global

Handwashing Day. Justin Bieber is one of the most popular teenager stars not only in the US but

also in many countries due to the influence of internet and youtube uses. Moreover, most of his

fans are children and teenagers, so it can be suitable for the target reader of the chosen media.

Second is the conflict. The media kit presents the consequences toward the lack of awareness

about handwashing with soap frequently. This is quite negative for many people because the

majority of deaths and patience are children.

Third is the timeliness. This media kit is sent out before holding the event one week, so the

journalists can have time to read and ask for more information if they are interested in the media

kit and write about it.

Four is the currency. Health issues are the hot topic in the newspaper currently due to the serious

spread of foot hand mouth disease. This disease has taken away more than 80 lives and most of

them are children, so the parents are really concern about the security for their children.

Fifth is the impact. This is because the media tries to increase the awareness about washing

hands with soap to reduce the risk of diseases, and many of them are very common with

Vietnamese people.

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Lifebuoy

Tel: +84 38 300 500

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Media Release


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Sixth is the proximity. The event will be held in Dam Sen Park, so the media kit will be sent out

for the publications that are prominent in Ho Chi Minh City.

Mr. Binh Huynh – Reporter for Health section Thanh Nien Newspaper Phone: 0908 808 800 Address: 244, Cong Quynh, District 1, HCM City, Vietnam Email: [email protected] Ms. Mai Le – Reporter for Health section

Tuoi Tre Newspaper

Phone: 0905 555 555

Address: 60A, Hoang Van Thu,

Phu Nhuan District, HCM City, Vietnam

Email: [email protected]

Thanh Nien and Tuoi Tre are two largest

publications and also have highest readership in

Vietnam. Thanh Nien has its circulation about

280 000 while Tuoi Tre has 21.7% readership of

Vietnam’s population (The daily report 2011).

These publications focus on daily life and

related topics that most of people are concerns

about such as health, education.

Mrs. Ngoc Nguyen – Reporter for Health & Life

Tiep thi & Gia dinh Magazine

Phone: 0903 303 808

Address: 11, Doan Van Bo,

District 4, HCM City, Vietnam


This publication’s circulation is 150 000 with

the target audience is woman from 25 to 45 who

is active, enthusiastic and modern, the magazine

focuses on some topics like family, children,

health, beauty (The daily report 2011).

Ms. Chau Pham – Reporter

Muc Tim Newspaper (Purple Ink)

Phone: 0984 702 800

Address: 12, Pham Ngoc Thach,

District 3, HCM City, Vietnam


Mr Loc Nguyen – Reporter

Hoa Hoc Tro Newspaper (Student Flower)

Phone: 0916 222 500

Address: 5, Hoa Ma, Ha Noi, Vietnam


Mr. Thang Phan, Managing Editor

These publications have high readership among

teenagers and children, so they focus on the

topics that relate to young people’s interests,

such as international pop stars, music, schools

and student’s health.






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Lifebuoy

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Thien than nho Newspaper (Little Angels)

Phone: 0938 383 888

Address: 5, Hoa Ma, Ha Noi, Vietnam


Reference:

Viet Arrow 2010, ‘Daily Report’, vietarrow.com, August 23, viewed April 1, 2011,

<http://www.vietarrow.com/sample/LCD_promotion_report.pdf>


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