Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign

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Case Details:

Case Code : MKTG147
Case Length : 21
Pages Period : 2001-2006
Organization : Hindustan Lever Limited / Unilever
Pub Date : 2006
Teaching Note : Available
Countries : India
Industry : FMCG

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

The Accolades

On the whole, the program received positive coverage by the national as well as international media. The Financial Times reported, “New distribution channels have been developed for the (LSC) program, with representatives that are part salespeople, part health workers sent to villages to teach schoolchildren the importance of hand washing with soap...

Some Criticisms

In early 2001, HLL initiated a handwashing program in Kerala as part of the GPPP-HW. But its initiative in Kerala faced protests from some anti-globalization activists...

Other Initiatives for Lifebuoy

The handwashing campaign was extended to urban areas in August 2003 with the “Healthy Hindustan” campaign. For this, HLL partnered with McDonald's Western India across cities like Mumbai, Pune, Ahmedabad, and Vadodara to educate children about the benefits of handwashing with soap...

Outlook

By 2005, LSC was regarded as India's single largest health and hygiene education program. Changing the behavior of people, particularly in the rural areas was a big challenge for LSC, as these behaviors were deeply rooted...

Exhibits

Exhibit I: Lifebuoy “Swasthya Chetna Postal Cover”
Exhibit II: Lifebuoy “Swasthya Chetna” Logo
Exhibit III: A Brief Note on Unilever
Exhibit IV: List of HLL's Brands
Exhibit V: Lifebuoy logo
Exhibit VI: Pack-Shots of Lifebuoy Soaps
Exhibit VII: A Public-Private Partnership for Handwashing
Exhibit VIII: Campaigning for Health & Hygiene
Exhibit IX: Glo-germ Demonstrations
Exhibit X: Wall Painting of Lifebuoy


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