Help A Child Reach 5 - Chamki
Hindustan Unilever Limited
Issue 38 | March 2016
Agency
Mullen Lowe Lintas Group India
Creative Team
Chairman & Chief Creative Officer, Mullen Lintas Amer Jaleel Executive Creative Director Sagar Kapoor Executive Creative Director, Lowe SSP-3, Columbia Carlos Andres Rodriguez Creative Director Lowe SSP-3, Columbia Sergio Leon Director Anand Gandhi Offroad Films Khalil Bachooali
Production Team
Global Business Director Vinay Vinayak Senior Brand Services Director Natasha Sunderan Chief Strategy Officer Ranjit Jathanna Executive Director Saji Abraham
Other Credits
Clients Executive Director Personal Care Samir Singh Global Brand Vice President Kartik Chandrasekhar Global Brand Director Social Mission Anila Gopal Global Marketing Manager Anusha Gupta
Date
October 2015
Background
Every year, six million children die before they reach the age five and yet not many people were aware of this grim statistic. Furthermore, not many were aware that diarrhoea and pneumonia, which were the leading causes of these deaths, could be easily prevented by simply washing hands with soap.
From its beginnings in India, Unilever's Lifebuoy had been committed to going beyond just selling soap and to striving to save lives.
Idea
Started in 2012, Lifebuoy's 'Help A Child Reach 5' initiative was an effort to create a social movement to save the lives of some of the poorest children in India.
In 2015, Lifebuoy wanted to concentrate on the issue of neonatal deaths.
Research had indicated that 44% of the six million deaths happened in the first 28 days after the child is born.
To get the message out to young mothers that they should always wash their hands with soap before handling their baby, a video was made. It told the story of Chamki, an unborn child, thanking her mother for giving her a good start to life by washing her hands.
Results
The film received over 15M views in a span of 2 months.
Our Thoughts
Sometimes the selection criteria for Directory are a bit slippery. We look for innovation; we like anything that pushes the boundaries of the medium; anything that looks to do it a bit differently. Then there are campaigns we respond to as human beings rather than as advertising obsessives. Like this one. It's corny, it's even a little bit gauche but I had to wipe a tear from my eye at the end. It doesn't matter how it does it, if an idea can touch people's hearts it makes it rare and special.