MUMBAI: The brand which follows its corporate social responsibility (CSR) to the T has launched another campaign to promote healthy lifestyle.
After ‘Help a child reach 5’ campaign from Lifebuoy, germ protection soap from the house of Hindustan Unilever (HUL), comes ‘Jump Pumps’. An on-ground activation to raise awareness about hand washing was based on the insight that more than 2 million children losing their lives to diarrhea every year.
Time and again, Lifebuoy has implemented several innovative programs to create a habit change for hand washing amongst children as well as to raise awareness about the five critical hand washing occasions in a day.
HUL general manager (skin cleansing) George Koshy says, “Lifebuoy has a proud history of being a brand that stands for saving lives. It is indeed our mission to ensure that hand washing with soap becomes a habit for children, as a step to reducing diarrheal mortality. The ‘Jump Pump’ activation is an innovative approach that is appealing to children by making it fun and enjoyable.”
In April 2014, Lifebuoy chose the occasion of the mid-day meal to convey this message. India’s mid-day meal scheme feeds over 120 million children a day, making it the perfect opportunity to address the maximum number of children across schools, at the actual moment of truth.
Across many rural schools, the FMCG giant in the country found that children were not washing hands before having lunch, despite the availability of soap. The old & heavy hand-operated pumps are the only way to access water in these schools, and hence young children find it difficult and tiresome to operate them. The challenge before the company was to create an intervention on this key barrier.
So, it came up with a simple idea - turn the boring and cumbersome hand pump into a fun game!
HUL installed specially-crafted rocking horse, made from a combination of wood and metal with a simple screw-on mechanism, on to the handles of these hand pumps in schools – transforming them into ‘Jump-Pumps’.
At lunchtime, when children headed out of class for their meal, they were taken by surprise by this colourful addition to their school premises. The concept and the proper technique of washing hands with soap along with putting up posters at prominent spots in the school to explain the “Jump Pump” game was then explained to the kids. Apart from this, Lifebuoy soap was also provided to ensure soap availability throughout the activation period.