Modi’s Swachh Bharat Abhiyaan has had its ripple effects on most of the FMCG brands and few consumer durables brands like Procter and Gamble (P&G), Hindustan Unilever Limited (HUL), Reckitt Benckiser (RB), Airtel, Tata Consultancy Services (TCS), National Alluminium Corporation (NALCO), Eureka Forbes, Vedanta, and Apollo Tyres.
The initiative these brands have taken to spread the awareness is outstanding with an obvious underlying reason, brand awareness however the social message put forward out weights everything else. An important reason why its accepted as an initiative and not as an advertisement campaign.
The recent HUL’s initiative, Swachh Aadat, Swachh Bharat programme is a two part awareness campaign, on-ground behavioural change campaign and a mass media campaign to spread the word.
On ground campaign focuses on clean practices and was activated in the slums of Mumbai and Delhi. Cleanliness practices like cleaning hands before eating, use of toilet and safe drinking are being taught the slums using engagement activities, skits and jimgles.
Recently Lifebuoy, a HUL brand launched a series of campaigns Help A Child Reach 5, Tree of life, Chamki.
Help a child reach 5
India has the highest number of child deaths from diarrhoea and pneumonia globally – with 609,000 children dying each year before their 5th birthday from these diseases . Handwashing with soap, particularly after using toilet, can reduce diarrhoeal diseases by over 40% and respiratory infections by 30% – Hindustan Unilever Limited
The entire campaign is in line with the Unilever Sustainable Living Plan global ambition of helping more than a billion people take action to improve their health and well being.
Source : HUL
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