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Lifebuoy rolls out ?Saving Lives? campaign

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MUMBAI: Lifebuoy has announced the launch of a campaign with a three-minute film that seeks to inspire action from viewers to pledge support for Lifebuoy?s hand washing programs on the ground.

According to the brand, the objective of the campaign is not to sell a product, but share a lofty brand purpose. Also, the brand wants to tap the ?technology-savvy? audience by inspiring them to spread this message of saving lives. The campaign aims to create an act that will make a real difference.

Lowe Lintas chairman and chief creative officer R. Balki said, ?A small act like washing hands with Lifebuoy can save a child?s life. This message needs to reach far and wide. So, we created this campaign that can open one?s mind to this amazing message. A campaign that moves people to the extent that they care to share it with others".

Lifebuoy global vice president Samir Singh said, ?Lifebuoy?s goal is to change the hand-washing behaviours of a billion people by 2015 in order to help save lives and reduce disease. On top of the work we have been doing on ground for the last 10 years, we needed people to support our cause in huge numbers to reach our goal. We wanted to tell the world the Lifebuoy story in a deeply emotional way. Our brief to Lowe was to translate the statistic of ?2 million children still die in the world before the age of 5 due to preventable infections like diarrhoea and pneumonia? into something real, personal and powerful. And through this film, they have done just that.?

?We wanted this ad to evoke a meaningful response towards the initiative and not to say ?what a beautiful ad?. It?s a real, true and honest programme and the work should embody that. Judging from the responses we have from people and industry alike, I think we?ve managed to achieve this,? Lowe Lintas NCD Amer Jaleel added.

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