Unilever’s Lifebuoy brand has released a new campaign in India, called ‘Lifebuoy Secret Wash’, to encourage children to wash their hands with soap. There are three versions of the campaign – Cricket Champ, Bollywood Princess and Hulk Power. These combine the functional messages of handwashing with soap at critical times with fun actions based on sport, superheroes and magic. If the ads are combined with community based activation, the campaign has excellent potential to engage children to change their behaviors around handwashing with soap, which will reduce diarrhea and other infectious diseases.
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