With the outbreak of COVID-19, Lifebuoy’s brand purpose of keeping the world healthy and hygienic became more important than ever.
Instead of embarking on an traditional advertising campaign, we instead focused on education, redefining a centuries old practice and rewriting the H of the alphabet to stand for Handwashing.
The campaign was a global success, influencing governments to put their support their campaign and being picked up by popular culture such as Sesame Street. The winner of Singapore’s only global Effie in 2021.
Results:
