With the fatal Coronavirus spreading rapidly in China as well as other parts of the world, humanity becomes a necessity. Hindustan Unilever‘s Lifebuoy recently issued a print ad, more of a public service initiative, in Mumbai’s edition of the Hindustan Times.
The ad published urged users to practice proper handwashing techniques in the light of the coronavirus outbreak in China.
The ad campaign is created by Lowe Lintas. It simply begins with ‘This is not an ad. This is a public service message.’ It then goes on to explain a few steps to take as precautions against coronavirus.
The brand urges people to use ‘FIGHTS’ which translates to frequent handwashing with soap, instant germ-kill with an alcohol-based sanitizer, home rest if feeling unwell, tissues and masks to be used if feeling unwell and staying away from raw meat.
What is even more interesting about the ad is that the brand is urging people to go for its competitors like Lux, Dettol, Santoor or Godrej No. 1. Lifebuoy is known for its public service campaigns and has been actively promoting awareness for diarrhea through ‘Help a Child Reach 5 ‘campaign series. But this would be the first time that the brand has promoted its competitors. Talk about true public service.
The ad by the FMCG giant came on to our radar when the consultant and former admin Ambi Parameswaran took to Twitter to share an interesting ad that he came across.
Lifebuoy, as a product has always emphasized its consumer’s health and safekeeping. After all, that is what a germ-protecting soap is meant to do. But with this particular initiative, the brand has outdone its CSR (Corporate Social Responsibility) and urged people to stay safe rather than promote its sales.