While little was known about the Covid-19 virus, the World Health Organisation (WHO) - a largely unknown organisation for most in the developing world - issued a statement pleading to avoid large gatherings, isolate and importantly wash hands regularly with soap.

But the virus was not the only thing spreading fast. So was misinformation, fuelled by social channels, hearsay and panic, and if ignored could ultimately prove to be more deadly as the virus itself.

Fighting misinformation became as crucial as fighting the virus itself.

Brief :

- Save lives by combating misinformation.

Objective :

- Support the communication narrative of the WHO.

- Debunk falsehoods / misinformation.

- Demonstrate the correct hand-washing behaviour.

The initiative was a breath of fresh air when brands were confusing established narratives and exploiting a humanitarian crisis. Lifebuoy supported the WHO’s hand-washing message and lent its support by provide utility and funding to the established narrative.

Industry (Competitor) Appreciation :

- Johnson & Johnson Middle East : “Great Initiative…” (Twitter)

Consumer Appreciation:

Social Asset Click-Through-Rate : +50% vs Unilever Average.

Paid Search Click-Through-Rate : >20 X Higher than Unilever Average.

Rates of hand washing, pre-pandemic were abysmally low, 19% globally as reported by the WHO. While this has increased, data is yet awaited to accurately confirm the scale of change.

This counter-intuitive approach, of using a brand's platform, prominence and position to work towards a common good, not a bottom-line, would months later be replicated by other like-minded brands such as Burger King who later encouraged people to support local restaurants in the face of the crisis.