Lifebuoy Berbagi Sehat (LBS) is Unilever Indonesia's corporate social responsibility program to promote hygiene education among Indonesians. LBS 1 focused on donating latrines and distributing health booklets. LBS 2 targeted schools with activities like school visitations. LBS 3 expanded media outreach and engaged teachers as influencers. The strategies in LBS 2 and LBS 3 were effective at maintaining the brand's image and building customer trust while benefiting society. Unilever striked a balance between social good and business goals through CSR that reinforced the brand's values in public health. The concept of "doing good and doing well" through CSR is not inherently tarnished if the programs are

1. Doing Good and Doing Well :
The Case of Lifebuoy Berbagi Sehat
BINUS BUSINESS SCHOOL
Group 2 : Business Ethics
Brenda
Hendriana
Jefri
Pramita Wardani

2. CASE SUMMARY

3. SITUATION

4. “Lifebuoy brand core is consistent to
become the champion in health and
hygiene, it also promised of
protection and a commitment to
“
support life through unbeatable
protection.
1984

5. “ ULI success strategy is to required the
highest standards of corporate
behavior towards everyone worked
with, the environment where the
community grew with, where it was
the road to a sustainable profit
growth, long-term value for its
“
shareholders, people, and business
partners
“ ULI do market researching to capture the insights of the
customer motivational and buying habits. It helps the
“
company to develop innovative initiatives and marketing
activities.

6. Target Group
Partners Principles The elements of Lifebuoy
berbagi sehat
“
INNOVATION – ACTIVATION - COMMUNICATION
Lifebuoy Berbagi Sehat is a program to build knowledge
and encourage good hygiene habits among the
Indonesian public .The idea background : too many
Indonesians still suffer life-threatening diseases.
“

7. Focus Campaign : Children
Programs :
Donation program Focus Campaign : Public
1000 latrines Programs :
School visitation
Distributing health booklet
LBS 1 Hand washing ambush to
mall, food courts and
restaurant
LBS 2
Focus Campaign : Media +
Schools (Teacher
+Students)
Donation program
Terimakasih
School road show
Teacher Seminar and
teacher as an influencers
Journalist writing
LBS 3 campaign

8. QUESTIONS

9. Having Studied LBS 1, do you think LBS 2 and LBS 3 are good
strategies? Why or why not?
Please analyze then propose your recommendation for LBS 2 and LBS
3 and the rationales behind.
QUESTION NO 1
Yes the strategies in LBS 2 and LBS 3 was a good and
right strategy that the company has ever done. The
main point of this LBS strategy lies on the best strategies
on how well the company since from the start to keep
maintaining their performance, making their product as
a society new life style, which means after they got a
“brand image”, the image helps them to build customer
new lifestyle, and as a results the company gain
customer trustworthiness.

10. Having adopted the strategy, issues facing Lifebuoy were : “How do
we expand CSR as part of the brand identity and still being
functional? What do we strike the balance?” (Between doing good
for others and the business case?) And what are the predicaments?
Please elaborate your views.
QUESTION NO 2
“Shifting your mindset from safeguarding your reputation
to reinventing your business in ways that make a real
difference to society” ( Zimon Zadek, Harvard business
review). What ULI has done in terms of CSR of course will
have a good results for the company brand identity, and if
the brand identity can both bring profit to the company and
society, so it means this company is a real market leader.

11. In general, what do you think of the statement : “Doing good and
doing well?” Do you think the concept of CSR is tarnished? Or do you
believe there should be a business case to any CSR Program?
QUESTION NO 3
The concept of CSR prominently is not a tarnished things, as
long as the company run it without a reason behind, just like
what ULI has done. They were implementing a CSR as part
of their company values, especially because they were in a
business of consumer goods, so doing a CSR was a good
decision they have done. In this case, there’s nothing such
an ethically wrong in “doing good and doing well”.