When you see someone supporting a cause you are motivated to join in. We took this thought a step further by telling Indonesians, minute by minute, how many are supporting the cause.

1. ‘Hand washing booths’ with special Lifebuoy handwash bottles were placed in frequently visited places like malls, The bottles had a chip connected to Google maps, If anybody pressed the nozzle to get the soap out, the chip recorded the movement and counted it as a pledge.

2. This chip displayed the number of pledges on a screen, mounted on the booth connected to Google maps, giving consumers a live update everytime a hand was washed

Local celebrities were called to make the first few pledges, accompanied by multi-media launch to invite consumers to visit the booths to pledge. Consumers could also pledge by liking the Facebook fan page, following the twitter page, and watching the video.

• The campaign witnessed overwhelming response. More than 7.2 million pledges came in support of the campaign. These people not only supported the cause, the activation also raised awareness about hand washing

• This means Lifebuoy contributed to more than 720 million Indonesian rupiah or approx. US 60,000 to the cause(@100 rupiah per pledge)

• The brand gained on certain attributes as below :

1. ‘Use Now days’ attribute increased from 52 – 55

2. Attribute for Lifebuoy ‘Protection from germs’ increased from 80 - 83