Cannes Lions

LIFEBUOY

LOWE LINTAS + PARTNERS, Mumbai / UNILEVER / 2014

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Pneumonia and diarrhoea are responsible for 2.1 million under-five child deaths worldwide each year. Handwashing with soap is a simple yet powerful means to save these lives. A year ago Lifebuoy adopted Thesgora, a village in India and dramatically reduced incidents of diarrhoea from 36% to 5%, simply by changing children’s hand washing habits. This year we take our life saving mission to Bitobe in Indonesia.

Statistics don’t move people but real emotional stories do. Inspired by real life parents, ours is a story of a mother’s sorrow on losing her child to diarrhea and how she copes with this loss.

In some remote villages of South East Asia, there is a tradition of marking a young sapling when a child is born. In the film Utari is so heartbroken when she loses her child, that the tree takes on a special meaning as a surrogate child for her and she is seen showering all her love and attention on it, oblivious to every other relationship around her.

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