The MullenLowe Group continues to punch above its weight, winning a prestigious Global Effie, taking home silver for the hugely successful ‘Help A Child Reach 5’ campaign for Unilever’s Lifebuoy.

Every day, more than 4000 children under the age of 5 lose their lives to preventable infections like diarrhea and pneumonia. Lifebuoy’s ‘Help A Child Reach 5’ #HACR5 promotes handwashing with soap as a key preventative health measure against these infections.

The initiative has drawn attention to the value of hand hygiene with a selection of culturally sensitive, narrative driven short content pieces across global markets.

The Global Effie won jointly by MullenLowe Singapore and MullenLowe Lintas Group, India marks the 2nd time the MullenLowe Group’s work on Lifebuoy has been recognized at the Global Effies.

MullenLowe Singapore, Chief Strategy Officer, Ranjit Jathanna says “Lifebuoy is an amazing brand working at large scale with one single-minded purpose, illness prevention among one of the most vulnerable sections of society: children. Our work on Lifebuoy only helps to shine a much needed spotlight on the problem and more importantly the solution. The most recent edition of #HACR5 – Future Child was a hyperbundled piece of work between MullenLowe offices in Colombia, Mumbai and Singapore. The idea, simple and human managed to successfully cut across geography and culture.”

MullenLowe Singapore, Global Business Director, Lifebuoy, Vinay Vinayak says ‘Lifebuoy’s purpose to help prevent infections among children, is both inspiring and humbling. Winning at Effectiveness simply means that we are helping kids win against illness. What could be more important?’

Widely considered an industry benchmark in Creative Effectiveness, very few Global Effies are awarded annually.

*Source: UNICEF – ‘One is too many: Ending child deaths from pneumonia and diarrhea’