New Lifebuoy film tells of love and loss
Lifebuoy has launched a new film called Tree of Life which tells the story of a mother’s love, longing and loss.
Handwasing with soap saves lives
The film, which is inspired by the story of real-life parents, marks the introduction of the Help a Child Reach 5 (HACR5) campaign in Indonesia and aims to raise awareness of the importance of handwashing with soap.
The central idea of the film originates from a local custom practised in areas of rural Indonesia, using local insights to amplify the needless loss of lives to simple infections. Watch the Tree of Life film.
Tree of Life follows on from Lifebuoy’s award-winning film from 2013, Gondappa, which chronicled the story of one father celebrating his child’s fifth birthday, the first of his children to reach that milestone.
Helping a child to reach five
Last year, as part of the HACR5 campaign, Lifebuoy adopted the village of Thesgora in India along with the five surrounding villages to help instil the importance of handwashing and prevent deaths from diarrhoea and pneumonia.
The campaign in Thesgora resulted in an 86% reduction in the incidence of diarrhoea – down from 36% to 5%. This year, Lifebuoy will be working with Bitobe, a village in Indonesia, to continue spreading its message.
Samir Singh, Global Brand VP, Lifebuoy, says: “It is unacceptable that 1.7 million children die every year from infectious diseases when we have cost-effective life-saving solutions, such as handwashing with soap, readily available. We wanted to tell the world the Lifebuoy story in a deeply emotional way and turn the HACR5 campaign into something personal and powerful.”
Lifebuoy has taken its handwashing programmes to 183 million people worldwide and aims to change the handwashing behaviours of a billion people by 2015. Find out more about the HACR5 campaign.