Every year in Bangladesh, approximately 30 out of every 1,000 children under the age of five die from preventable diseases that occur primarily due to poor hygiene and sanitation. Since 1894, Lifebuoy has been on a mission to change that, leading the charge to create healthier communities through the simple act of handwashing. With a legacy spanning over a century, Lifebuoy continues to evolve, adapting to new challenges while staying true to its core mission: helping people lead healthier lives. Lifebuoy's journey began in Victorian England, where it emerged as a powerful tool against infectious diseases. Over the years, in Bangladesh, Lifebuoy became a trusted ally in the fight for healthier communities by promoting handwashing as a fundamental health practice.
Lifebuoy in Bangladesh
Lifebuoy entered Bangladesh in the 1960s and quickly became a leading hygiene soap brand. Recognising the high infant mortality rate in Bangladesh, the brand initiated programmes to promote handwashing with soap. The Lifebuoy Friendship Hospital, otherwise known as the Floating Hope, provides healthcare services to over 1.5 million people in remote and vulnerable areas. Besides this, the brand has also invested significantly in awareness programmes to educate people, especially children, about the importance of handwashing, aiming to create lasting positive health impacts.
Handwashing as a Cornerstone of Change
In the 1990s, Bangladesh grappled with a high infant mortality rate, largely due to preventable diseases such as diarrhoea, which were often spread by lack of proper sanitation. A study by the World Health Organisation (WHO) found that simple handwashing with soap could reduce the incidence of diarrhoea by up to 47%. Recognising the powerful potential of handwashing, Lifebuoy launched its handwashing awareness programme in Bangladesh.
What started as a basic initiative to raise awareness about hand hygiene in 2000, has evolved into a comprehensive behaviour-change programme, a cornerstone of Lifebuoy's efforts in the country. This journey has seen significant milestones, including the launch of the "Lifebuoy School of 5" programme in 2011, and the achievement of a Guinness World Record in 2015 for the largest hand created by students. Initiatives like the "H for Handwashing" campaign, launched in 2020, appointed young ambassadors to spread the message of hygiene. In 2022, Lifebuoy introduced the 21-Day Behaviour Change Programme.
Beyond Handwashing: Holistic Approach to Health
Lifebuoy's commitment extends beyond handwashing. The brand undertook several initiatives to improve public health. The 'Lifebuoy Handwash Everyday' campaign reached approximately 250,000 school children in peri-urban schools and madrasas. Recognising the post COVID-19 healthcare needs, Lifebuoy partnered with a leading telemedicine service provider to offer free digital healthcare consultations. Over 2 million people have used the free helpline and received doctor consultations since 2022. Aligning with SDG 6, Lifebuoy is dedicated to ensuring universal access to clean water, sanitation, and hygiene. By embedding hygiene practices into daily life and raising awareness, Lifebuoy is creating a healthier future for all.
Innovative Ways to Change Behaviour
Lifebuoy constantly seeks innovative ways to reinforce positive behaviour change. Focusing on the importance of making learning engaging, the brand collaborated with guardians and their children on the occasion of Global Handwashing Day this year. This constituted a part of the Global Handwashing Day social media campaign where multiple Unilever Bangladesh employees joined in with their children, highlighting how handwashing can be done properly in an enjoyable manner. This campaign demonstrated that handwashing can be both fun and educational through interactive games and activities.
This year, Lifebuoy also leveraged the power of technology in reaching and engaging children. The Artificial Intelligence (AI) Handwashing Teacher Hippo campaign exemplifies this forward-thinking approach. The AI can personalise the learning experience by adapting to individual learning styles and paces. So, the AI Teacher can provide customised feedback and guidance, ensuring that each child receives the support they need to develop effective handwashing habits, making handwashing education more accessible and enjoyable. The ever-evolving approach by Lifebuoy will allow the brand reach a larger number of children and have a greater impact on public health.
Building a Healthier Tomorrow
Lifebuoy's journey is one of continuous evolution and impact. The brand continues to lead the charge in promoting hand hygiene and building a healthier future for all. By empowering children, fostering partnerships, and promoting innovative solutions, Lifebuoy is ensuring that every child has the chance to live a healthy, thriving life, while also positively influencing others to develop the same habits.