Behavioral Change Program -Hand Wash , Encourage people to wash their hands on 5 Occasion...

1. LIFEBUOY –IAS –ADDIS
OPEN MARKET ACTIVITY
FROM 21ST JUNE TO 30TH JUNE

2. OBJECTIVE
To take part in the Education Drive In Ethiopia post the Infection
alert from the ministry of Health about Diarrhoea & Cholera
The ambition was to educate maximum no of people on the
importance of a proper Hand wash to safeguard from the infection
causing germs
Messaging – Importance of Hand wash / 5 Occasions for washing
Hands / Lifebuoy prevents you against 10 Infection causing
germs
To reach 16000 Contacts in 8 Days with 2 teams dedicated to educate
people and make them experience the Lifebuoy Glow Germ demo and
actual handwashing experience
Amplify the Contacts through LB Greeting card which can be
handed over to friends and relatives to keep them safe from the
infections.

3. MECHANICS
 Team Strength :-
1. 2 Teams 2 Supervisor and 18 Promoter
 Locations Chosen and the Logic:-
1-Arat Kilo (Near University )
2-Amist Kilo(Near University )
3-Sidist Kilo(Near University )
4-Piazza (Crowded Taxi stand & Market Area)
5-Samean(Crowded Taxi Stand & Market Area)
6-Ayertana(Crowded Market Area)
7-Ginfile(Crowded Market Area)
 Activity brief –
1. Activity planned in crowded areas to maximize contacts
2. Elements Used - 2 LB Roll up banners & 1 Banner which contains message from Administrative
department for the Infection Alert and their contact number (Co branded with LB), Music system
playing the Lifebuoy Jingle during the entire duration of the activity
3. 4 Promoter assigned out side the kiosk to bring in people to the experience zone for the hand
wash demo with LB, 2 Promoters assigned for demonstrating the Glow Germ Demo at kiosk , 2
promoters assigned for explaining the hand washing technique
4. Amplification - 1 Promoter for data capture & handing over the LB greeting card and explaining
its use. The idea was to use the card as a tool for reaching out to more people and also
innovating the use of messaging apart from fliers which are usually discarded after reading.

4. RESULTS
In 8 Days 19127 People contacted who experienced Hand Washing at
our Kiosk
Our Team did Demos in Top 7 Most crowded areas of Addis , 1-Arat
Kilo,2-Amist Kilo,3-Sidist Kilo,4-Piazza,5-Samean, 6-Ayertana,7-
Ginfile
As per the feedback received ,Over 90% of the people were
willing to buy lifebuoy after this activity
They commented that Lifebuoy is a trusted brand for them
Also we got Media coverage by Addis Ababa City government TV
channel for 10 Minutes
We contacted consumers in the age group of 10 year to 60 years
people by this activity (Below is the % breakup of age group
contacted)
Age Group Contacts Percentage
10>25 7399 39%
26>45 8514 45%
45> 3214 17%
Total contact 19127 100%

5. GREETING CARD

6. GLIMPSE OF THE LB-IAS-
ACTIVITY

7. GLIMPSE OF THE LB-IAS-ACTIVITY

8. Thanks
Naresh Semwal