Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Lifebuoy Creative Agency: MINDSHARE MALAYSIA Credits: -
Objective & Challenge
The COVID-19 pandemic has significantly diverted public attention from other diseases, resulting in a decline in awareness and hygiene practices. In 2022, Malaysia faced a new challenge with a surge in Hand Foot Mouth Disease (HFMD) outbreaks, highlighting the importance of maintaining hygiene practices even during the endemic phase. It was a wake-up call for everyone with 82,846 cases reported from Jan – June 2022 (+32x vs 2021). Lifebuoy recognized the need to address this issue, particularly in rural areas where hygiene practices are often overlooked due to challenging living conditions. As a leading protection brand, Lifebuoy took action to establish handwashing as a necessity rather than a privilege, focusing on educating children from a young age. The Challenges: 1. How would Lifebuoy overcome the barriers to adopt healthy hygiene habits and understand the importance of good hygiene practices among rural Malaysian youth? 2. How would the brand make a dry, and largely didactic message engaging, interesting, and acted upon? 3. How could we transform hand washing from something you HAVE to do to something you WANT to do?
Insight & Strategy
In many rural areas, high incidence rates of diseases can be attributed to inadequate sanitary conditions, limited knowledge about diseases, and poor hygiene practices. However, to convince children to adopt handwashing as an everyday routine isn’t a walk in the park, especially if they grew up in an environment where cleanliness is low on the priority list in the family. Moreover, the lack of access to health information and disempowerment to make informed decisions further exacerbate the situation. Recognizing these challenges, Lifebuoy embarked on a transformative campaign, centered on behavioral change, to educate children at a young age. By partnering with Tadika Kemas, a government-funded kindergarten network focused on low-income and rural areas, Lifebuoy aimed to address these issues. However, convincing children to adopt handwashing as a daily routine required us to innovatively use the greatest influencers in their lives – their dedicated teachers. To spread their message to the masses, Lifebuoy had to adapt their media strategy to use more media touch points to maximize their reach. Their message had to be both catchy and informed because we knew that Malaysian youth were averse to being schooled by anybody – especially brands. The reality is that the currency for behaviour change for our TAs is different. It’s not scare tactics but engagement and fun that works. Therefore, our campaign had to shift from statistical scares to enjoyable content Insight: Malaysian Youth have an immunity to brand education. They only act if engaged by brands that align with their values. Big idea: Make Hand washing enjoyable instead of brand-splaining about it. After all, handwashing can be seen as a ‘dance’ through the perspective of children. Topping it off with catchy music and lyrics, this led to #MariKitaBerhealthy- a movement spearheaded by teachers and credible KOLs such as Zee Avi, Hosaini Keewon and Layla Sania to educate children on the importance of personal hygiene.
Reaching the mases: • We handpicked 51 Macro and Micro KOLs from every state in Malaysia to initiate the TikTok competition in their native language and dialect. • With #MariKitaBerhealthy as a TikTok challenge, we aimed to attract micro-content creators’ interest – those who are likely within one to two degrees of separation from our audience. This created a second wave of content that went out to keep the challenge and content fresher and increasing more “personal”. • Amplification on major social media platforms supported the campaign to drive greater awareness and participation for the competition beyond TikTok. Whether people knew they were spreading an educational message or not, Malaysian were replicating this message and it was transcending TikTok into other social media channels, further spreading the message of how to properly wash your hands. Reaching rural children: Lifebuoy penetrated 7200 kindergartens under Tadika Kemas in rural areas across Pen and East Msia. Following the 21-day rule to build a habit, we set up a 21-day program to instill the habit of handwashing into the pre-schoolers. Understanding that not every child speaks the same language, we created 24 versions of the jingle to ensure the diversity and inclusivity of the song. Teachers would get the children to sing to ‘Mari Kita Berhealthy’ in their own preferred languages while performing the correct handwashing steps as a daily activity after recess. We also prepared a coloring book for them to fill in every day after washing their hands. A classroom-decorating competition was conducted with hand hygiene as the theme for students to run wild with their creativity and build stronger teamwork. The schools would allocate a short break time in between classes every day for the kids to work on this fun little project. In order to ensure the continuation of good hygiene practices after the program, all students received Lifebuoy soap to share with their families. At the end of the campaign, an event was held where selected students joined guest celebrities Hosaini Keewon and Layla Sania to perform the song on stage in celebration of Global Handwashing Day, which was met with thunderous applause
Provided RM549K worth of Lifebuoy products to 7200 kindergartens and 180K pre-schoolers. +RM1.8mil sales during campaign period vs previous year Overall TA’s concern for family health increased from 76% to 83% after campaign ended. Lifebuoy brand metric scores increased (before vs. after): Consideration (30.2 to 40.1) Purchase Intent (16.9 to 24.5) Recommendation (36.5 to 45.3) +160bps in overall market share for masses +40bps in provision market (mini markets) share during campaign period 112 TikTok videos were created, featuring 24 native languages and dialects from users. More than 668k engagements on social media 7% Engagement Rate for KOL videos (3.5x higher than industry benchmark) +30 bps Market share in subsequent month across masses (Oct) Given the success of the programme, it has been made an annual must have for the brand