Lifebuoy's campaign to promote ORS; Smriti Irani to support cause

MUMBAI: Close to 600,000 kids in India die each year due to diarrhea. To help combat this situation Hindustan Lever Limited’s (HLL) brand Lifebuoy has launched its new campaign 'Save the Children'.



Through this campaign, Lifebuoy will give away cash prizes to the consumers and an equal amount being contributed from HLL to WHO recommended ORS campaign that helps children fight diarrhea. Actor turned politician Smriti Irani will actively lend support to the campaign.

Select wrappers of Lifebuoy will have printed inside them amounts of money in denominations of Rs 50, Rs 500, Rs 5000 or Rs 100,000. On sending the wrapper the consumer will receive the amount printed under the wrapper. Simultaneously, Lifebuoy will contribute an equivalent amount to the WHO (World Health Organisation) recommended ORS campaign. The company expects to contribute approximately Rs 5 million through this campaign, which will run up to the end of August 2005.



Announcing the ‘Save the Children’ campaign, HLL vice president -skin care Ashok Venkatramani said, "As per the WHO figures, diarrhea diseases are amongst the top three killers of children in the world today with India having a high incidence rate. Through our campaign, we hope to make a positive contribution to the health of the community through programs run by WHO recommended ORS campaign on diarrhea."



Commenting on the partnership, Dr Massee Bateman, division chief, Maternal and Child Health and Urban Health, USAID, which funds the WHO recommended ORS campaign, said, "We are happy to be associated with Lifebuoy in this effort to save Indian children from diarrhea. The common nature of this ailment causes us to overlook the significance of this serious public health problem – where it causes the death of one child every minute in India. Fortunately, simple means to prevent and treat diarrhea are available to us – washing hands to prevent diarrhea and giving ORS to treat diarrhea being two of the most important ones. This alliance of Lifebuoy and ORS is a natural one to improve the health of children in India."

Irani, on the other hand said, "Being a mother, I feel for the life of young children. Hence, I implore every mother to participate with me in Lifebuoy’s 'Save the Children' campaign to better the lives of those children beyond our reach. I would also urge every mother to encourage her family to practice basic hygiene habits like washing hands with soap to prevent diarrhea."

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