LIFEBUOY

HELP A CHILD REACH 5

NATIONAL FOOTPRINT

We launched a full national PR campaign in India to amplify the handwashing message, with our programmes in Thesgora, and the support of our national icon, Kajol. The targeted PR campaign reached out to key publications and journalists to ensure the handwashing message landed across Indian and global media.

IMPACTFUL ACTION

• Launching the campaign at a press conference with over 100 key media
• Arranging exclusive one-to-one interviews for Kajol with the most prominent media to generate full feature media stories
• Landing coverage of Thesgora’s story on India’s top news channel, NDTV, for Global Handwashing Day, and for a separate documentary feature
• Getting Kajol and Mayank –child ambassador from Thesgora – onto one of India’s most popular TV shows, ‘Sony’s Kaun Banega Crorepati’, where they talked handwashing with Amitabh Bacchan

DRIVING THE DEBATE NATIONALLY AND GLOBALLY

• Kajol advocated for handwashing with Ban Ki-moon (UN Secretary General) and Margaret Chan (Head of WHO) at the UNGA opening
• Bilateral attended meetings with influential UN leaders including Phumzile Mlambo-Ngcuka, Undersecretary General and Executive Director, UN Women
• ‘Spread the word’ urged Kajol at landmark social media forum – the Social Good Summit
• High level awareness and advocacy with PMO and social media influencers through the brand ambassador, to build a movement against the apathy around this issue

RESULTS

• 6 villages in India adopted
• 8 more countries to adopt villages
• 1 in 3 mothers who never did so before now wash their hands with soap
• Diarrhoea reduced from 42% to 11% among children across villages
• 75% reduction in child diarrhoea in Thesgora
• Children wash their hands twice more
• 26% more children now use soap before meals