As the world’s leading health soap, Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits. With this in mind, Lifebuoy aims to change the handwashing behaviour of 1 Billion people by 2015.
The desire to be clean, active and healthy is intrinsic to every one – irrespective of age or economic status. Lifebuoy understands this need and champions the cause for hygiene and health around the world.
An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realise this vision, Lifebuoy looks to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers.
The vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behaviour.
The Lifebuoy brand has, since 1894, supported people in their quest for better personal hygiene. The classic red bar of Lifebuoy soap and its distinctive medicated carbolic smell was synonymous with cleanliness throughout the twentieth century.
Today, the Lifebuoy brand is more than the quintessential bar of red soap. With its multiple soap variants and specially designed body washes, Lifebuoy protects families from 10 infection causing germs. These, along with its range of liquid hand washes and hand sanitizers ensure daily hygiene and freshness for the entire family.
By 2015 the Lifebuoy brand aims to change the hygiene behaviour of 1 Billion consumers across Asia, Africa and Latin America, by promoting the benefits of handwashing with soap at key occasions, thereby helping to reduce respiratory infections and diarrhoeal disease, the world’s two biggest causes of child mortality.
To achieve its goal, a new Lifebuoy Handwashing Behaviour Change Programme was launched in 2010, and is being rolled out to all Lifebuoy markets. Building on Lifebuoy’s many years of experience, this Programme of hygiene promotion activities can be expected to result in sustained and positive handwashing behaviour change. Handwashing Behaviour Change Programmes are now central to Lifebuoy plans in all countries where the Lifebuoy brand is present, with hygiene promotion activities fully embedded into brand activities on an on-going basis.
Lifebuoy aims to make a difference to those who need it most. Our handwashing campaigns are designed to reach people living in countries where diarrhoeal disease is highest and where soap usage is infrequent, targeting our Social Mission activities to low income families in particular. One of Lifebuoy’s main focuses is India – a country that has the highest number of children under five dying from diarrhoeal disease, over 380,000 deaths1 a year or more than 1,000 deaths per day.
1 Diarrhoea: Why children are still dying and what can be done - Unicef / WHO 2009