Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences.
Lifebuoy is one of Unilever's oldest brands, a brand that was truly 'global' before the term 'global brand' was invented. Lifebuoy Royal Disinfectant Soap was originally launched in 1894 as an affordable new product in the UK. Soon after launch, Lifebuoy soap traveled across the world, reaching consumers in the Middle East in their quest for better hygiene.
Consistent in Lifebuoy's 110+ year history has been its championing of health through hygiene. The brand's core promise of protection and a commitment to support life through unbeatable protection is at the heart of the brand name itself – Lifebuoy, the guarantee of protection when you are threatened.
According to the World Health Organisation, diarrhoea is the single largest cause of preventable death, killing 2.2 million people every year. In 2003, it killed 600 000 children aged under five in India alone. It's been estimated that if everyone washed their hands properly at key times during the day, up to half of all childhood deaths from diarrhoea – more than one million children – could be avoided.
Unilever NAME plays a very active role in educating children, on October 15th, 2009, Global handwashing day was celebrated across NAME and in Moroco Volunteers from Unilever Maghreb celebrated the Handwashing Day with the children of the orphanage of Bernoussi. They animated 2 awareness sessions for 80 children where they explained the importance of handwashing with soap to prevent a lot of diseases as well as demonstrations of how to wash hands effectively.
Children were also offered bags with Lifebuoy soap, branded tee-shirts, colouring pencils and paper to encourage them to participate to the drawing competition.
The drawings received from them for the competition were amazing. The awareness sessions were very useful because we felt through their drawings that they have been very attentive to the presentation and that the message has been really understood.
Lifebuoy has always played a role in times of crisis, helping to prevent the spread of germs and disease:
Today Lifebuoy is sold in Asia and parts of Africa. It is market leader in every Asian market where it is sold
Lifebuoy soap has been proven in laboratories to provide 100% more effective germ protection than ordinary soaps
To date, 70 million people in rural India alone have experienced Lifebuoy's pioneering Health Education programme – the single largest private hygiene education programme in the world
In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in recognition of the work the brand has undertaken in hand wash education
Nearly half of the Lifebuoy brand's consumption is in rural Asia, where most of the population live on less than US$1 per day