"How can you raise your kids being a single mom?" "2 dads, having a kids? Are you kidding me?" "Your son will be gay just like you?" "How can you call that a family?"

"Family" is the most beautiful word this world can offer. And yet, the effort of building a family of many Vietnamese is being joked about, laughed at or even criticised? In 6 months of 2022 alone, more than 875.000 negative discussions have been recorded targeting single moms, same-sex parents, even parents with physical disability.

With Lifebuoy, love is like safety, not discriminating against anyone. As a brand that diligently pursues the mission of spreading the message of a safe and equal society for all families, how can Lifebuoy deliver a truly inspirational story of "equal love for all", but at the same time clearly imprinting its mission to protect the health of millions of Vietnamese?

In conjunction with Buzzmetrics, Social Listening was used to measure daily discussions during Pride Month & Vietnam Family Month on negative comments about different family groups.

Since then, Lifebuoy created Creative Assets that turn negative into positive words of encouragement by crossing out discrimination phrases, as a "Discrimination Tracker":

+ "Same sex couples cannot raise a straight kid" --> "Same sex couple can raise a straight kid".

+ "Single mom? How can raise a kid well" --> "Single mom can raise a kid well".

+ And many more

Lifebuoy also cooperated with Adtima for Programmatic Display solution, identifying articles with keywords related to discrimination, then displayed personalized messages, erasing discrimination in 3 representative groups: families with disabilities, single-mother families and same-sex couples.

In addition to conveying positive messages, Lifebuoy cleverly integrates products accompanying the campaign when introducing Lifebuoy limited edition #Safety4All hand gel on Ecommerce and has been

Going from understand, the brand calls on each of us to remove the “inherited” discrimination. Lifebuoy has come up with an elevated concept to further boost statement of “Safety for all” into the LGBTIQ+ family community. Family, just like safety, is born out of love, not discrimination.

Applying Social Listening & Programmatic Display to get the most insight into the community's concerns in the topic of "Family", Lifebuoy has partnered with Buzz Metrics, Vietnam's biggest social listening agency and Adtima, Vietnam's biggest online new forum provider, we created the 1st ever "Discrimination Removal powered by Lifebuoy #Safety4All".

Where any articles with negative sentiment or any articles related to family, Lifebuoy appeared with message of "Safety for all" with triggering assets and 875.000 negative discussions can change the meaning of it.

In conjunction with Buzzmetrics, Social Listening was used to measure daily discussions during Pride Month & Vietnam Family Month on negative comments about different family groups.

Since then, Lifebuoy created Creative Assets that turn negative words into positive words of encouragement by crossing out discrimination phrases, as a "Discrimination Tracker":

+ "Same sex couples cannot raise a straight kid" --> "Same sex couple can raise a straight kid".

+ "Single mom? How can raise a kid well" --> "Single mom can raise a kid well".

+ And many more

Lifebuoy also cooperated with Adtima for Programmatic Display solution, identifying articles with keywords related to discrimination, then displayed personalized messages, erasing discrimination in 3 representative groups: families with disabilities, single-mother families and same-sex couples.

In addition to conveying positive messages, Lifebuoy cleverly integrates products accompanying the campaign when introducing Lifebuoy limited edition #Safety4All hand gel on Ecommerce and has been

Lifebuoy's "Safety for all" campaign has received very positive support from the community, including many influential figures in the LGBTIQ+ community, the disabled community, and families with disabilities, single parents, or many other families that are considered “normative”.

In Pride month alone, we witnessed a 87% reduction of negative comments on this topic. Followed up by the incremental 342% of positive comments regarding the campaign.

We then launched our limited Pride jacket that has been highlighted in these clips and IT HAS SOLD OUT 5.000 of it in the 1st 4 days. And another 2.000 of it in the next day.

Lifebuoy ranked #1 Hygiene across all sales platform with Brand Sentiment Score achieved fully 1.0.

And Family, just like safety, is born out of love, not discrimination.