Rewriting the ABCs to create positive long term habits.
In spite of the global COVID-19 pandemic, handwashing rates were dipping. Recognising the need to inculcate positive habits from a young age, Lifebuoy took on the ambitious task of rewriting the ABCs. Instead of H standing for horse or house, we convinced schools to have H stand for Handwashing.
The campaign was a hit, reaching more than 11 million students globally, and covered by entertainment outlets such as Sesame Street. The campaign has now become an annual celebration, becoming a part of education globally.