Lifebuoy and MullenLowe Group releases their handwashing song

Lifebuoy believes that H should no longer be for ‘Hat’ or ‘Horse’ but for ‘Handwashing’

For Global Handwashing Day on Thursday 15 October, MullenLowe Group worked with Lifebuoy, the world’s number one hygiene soap brand, to demonstrate the brand’s commitment to hygiene education.

MullenLowe salt has worked with Lifebuoy for nearly 15 years, and in that time have seen their critical hand hygiene behaviour change programmes reach over a billion people worldwide.

On Global Handwashing Day, Lifebuoy announced the formation of its Hand Hygiene Coalition, which will see a growing number of organisations covering health and educational policy, civil society and academia collaborate to enable a generation of young people in the UK to wash their hands not only in the right way but at the right times.

MullenLowe salt and MullenLowe London helped Lifebuoy re-enter the UK market and launch the Partnership, at a time when simple, relevant and practical advice on hand hygiene was needed more than ever.

More than 400 schools and 120,000+ pupils across the UK took part in Lifebuoy’s virtual hand hygiene assembly hosted by TV NHS Dr Ranj for Global Handwashing Day. The assembly incorporates a handwashing film by MullenLowe London, giving a step-by-step demonstration designed to engage children and get them washing their hands correctly.

Lowe Lintas Mumbai and MullenLowe Singapore created and deployed ‘H for Handwashing’, an initiative to accelerate handwashing behaviour change amongst children, across key markets in South Asia, South East Asia, Africa, South Africa, India, Pakistan and Bangladesh.

The campaign involved co-creating programmes with education, health, humanitarian and behaviour change experts, including the Global Handwashing Partnership. It went live in print and on social media with the aim of encouraging handwashing habits among children from a young age, by making a fundamental yet a simple change in the way they are taught the letters of the Alphabet.

While A is for Apple and B is for Ball and so on, Lifebuoy believes that H should no longer be for ‘Hat’ or ‘Horse’ but for ‘Handwashing’. The creative for the campaign was handled by Lowe Lintas Mumbai and MullenLowe Singapore, while MullenLowe salt Singapore and Weber Shandwick Singapore were responsible for the PR.