 "Lifebuoy creates Jump Pumps to make washing hands fun")
Lifebuoy has created an onground activation campaign to increase the awareness of clean hands. The campaign stems from the fact that more than 2 million children lose their lives to diarrhea each year. Since washing hands can be one of the key ways to avoid this, Lifebuoy aims to create a hand-washing culture among children, with a campaign by Geometry Global, India.
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Children having fun with the Jump Pumps[/caption]
Lifebuoy went with the mid-day meal to inculcate this habit amongst children. To make sure all children washed their hands with soap before meals, the brand decided to make getting water out of the heavy hand pumps a fun thing to do.
The agency installed ‘Jump Pumps’, rocking horses made of wood and metal installed on to the handles of the hand pumps in schools. Children were prone to use the colourful horses as much as they could, thereby making use of water and Lifebuoy to wash their hands.
Watch the video here:
George Koshy, general manager (Skin Cleansing), HUL said, “Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach, appealing to children in a manner that is fun and enjoyable.”
Rahul Saigal, President , Geometry Global, India said, “Sometimes the best way to teach kids an important lesson is to distract them into learning. You can’t engage children by mere preaching, you need to talk to them in a language they understand: the language of play! Our idea was simple - turn the boring and cumbersome hand pump into a fun game, while making it easier to operate.”
Credits:
Team Geometry Global India led by Vipul Salvi, national creative director, Geometry Global India and Rahul Saigal, president, Geometry Global, India