2.2 Million deaths annually-Globally
Every 30 second
Second Greatest Infectious killer of children in the world
10% of population suffer in India
What causes diarrheal disease?
Human excreta is the main source of diarrheal pathogens.
Lack of sanitation facilities for disposal of human excreta and poor hygiene
There are four key ways in which pathogens are transmitted:
(1) Through drinking water
(2) From files & Insects
(3) Physical contact with dirt
(4) From human hands.
Hand wash a preventive measure
Washing hands with soap.
WHO showed that washing hands with soap reduced diarrhea attacks by 48%
95% of Indian households own soap,665 million do not use soap everyday
(173 million- Urban & 492 million- rural India)
Others use substitute product such as ash, mud or clay.
Hindustan Lever Limited
HLL is the largest soap and detergents manufacturer in India.
HLL built superior R&D, Distribution and marketing capabilities.
Products are manufactured in almost 100 locations through out the country
7500 redistribution stockiest
3 million outlet located in 3768 cities.
1 million outlet in 6,27,000 villages.
Project Shakti employs women to occupy a nontraditional role in commerce,
selling HLL’s products in their villages.
Project Streamline, creates “star sellers” to sell an array of HLL products into rural markets.
Lifebuoy soap, Wheel detergent & Fair & lovely products became the well known brands.
HLL accounts for 60% of all soaps in India
HLL and a public/private partnership
The structure of the program was based upon the successful Central American Hand washi
initiatives, a PPP that united 4 private corporations such as,
(La popular, Colgate palmolive, Unilever& Punto Rojo )
This Hand washing program resulted in a 30% increase in hygiene among mothers.
PPP Hand wash Participants and Roles
Population 26 Million, 100% literacy rate
Sanitation coverage 51.36%
Only 42% of mothers used soap after using toilet
Only 25% mothers used soap after cleaning up a child
Only 11% used soap before eating
Only 10% Used before preparing food
Introduced complete programs which include 4 main pieces:
Mass Media Campaign, Direct campaign, evaluation & communication development.
Percentage contribution per partners
Similar campaign in Nepal & China Called GHANA campaign was successful
Birth of Swasthya Chetna
HLL found out that rural people perceive that “Visual clean is safe clean” and this lead
to infrequent hand wash and limited use of soap.
Therefore HLL decided to educate customers on germs & the consequences of germs on
health in order to increase soap usage as a means of deterring bacterial infection.
HLL teamed up with Ogilvy & Mather to designed a behavioral change education
They outlined the following key messages:
- Invisible germs are everywhere.
- Germs causes diseases common to rural families including painful stomach, eyes & skin
- Lifebuoy soap with Active B can protect You from germs.
- Wash your hands with lifebuoy soap to prevent infection.
HLL titled the program Lifebuoy Swasthya Chetna or Lifebuoy Glowing Health.
Lifebuoy Swasthya Chetna
Rural Hygiene Education
It is one of the largest sustainable direct contact programmes for hygiene education in
Started in 2002 , the aim of the programme is to create awareness about disease
causing germs and to promote basic hygiene practices like washing hands with soap as a
With a focus on rural communities, the programme target school children's, women,
and community elders.
It involves a range of engaging activities, including quizzes, games, songs, and the
popular 'GLOW-GERM' demonstration kit, with which one can see the germs on the
hands, even after they've been rinsed with only water.
Main aim is to challenge the misconception that ‘visibly clean’ is ‘hygienically clean’.
The program started with a Health Development Facilitator (HDF) and an assistant
initiating contact and interacting with school children and influencers of the
community like village community representatives, medical practitioners, school
The five-year campaign aims to help educate 200 million people about basic hygiene
habits, including washing hands with soap.
The Swasthya Chetna program’s marketing & distribution local channels and support
from different agents, like NGOs and Health Development Facilitators (HDF).
They also change the packing characteristics.
To get the prices as low as possible they rethought the entire cost structure. Anything that
did not add value in the production, distribution and sales process was taken out .
HDF used a number of tools like a pictorial story in a flip chart format, a "Glow germ
The process culminated into recruitment of children and parents as volunteers to start up
health clubs that, in turn, organize events such as community bathing at the pond.
Engage local actors were also definitive to help in the process, as they have the influence
to get the people involved in Unilever’s program.
It started with 8 Indian states, and covered more than 70 million people by the end of
Lifebuoy’s Swasthya Chetna hygiene education campaign reached 120 million people in
nearly 51000 villages in India over the period 2002-2008 .
2003-04: sales grew by 20%
End of 2005: reached 86 million rural consumers
30% increase in awareness of germs, 20% in understanding the association between
germs and diseases.
Washing with soap has become a kind of ritual´
The behavioral change has successfully happened Covering 130 million people
in 30,000 villages since 2002, the Life buoy Swasthya Chetna programme has made its mark
as the single largest private hygiene education project in the world
This model is also being replicated in other countries like Bangladesh.
Lifebuoy Leaves Its Stamp On India
Government Recognition On the occasion of World Health day, on April 7th, 2006
Postal Department released special Lifebuoy Swasthya Chetna Postal cover
1. First soap to use carbolic acid, which gave
it a red color and strong, medicinal scent
2. Wide portfolio for the Lifebuoy brand
ranging which includes Soap, Hand
Sanitizer and Hand Wash
3. High consumer awareness for the brand of
4. Most popular soap brand specially in the
5. Excellent brand visibility and extensive
1.The Lifebuoy ‘Swasthya Chetana
programme’ uses a ‘direct consumer contact’
methodology, and touches the lives of 70
million people in 18,000 villages
2. Imparting education about importance of
hand washing to prevent spread of germs
3. Used global epidemics like swine flu to
further promote products for better hygiene
1. Lower market penetration in
urban areas as compared to rural
2. Not been perceived as a beauty
soap, and is mainly used just for
1. Competitor brands offering similar
levels of protection
2.Considered to be a low-end product,
and may find it difficult to move up in