Lifebuoy Global Handwashing Day 2012

GHD 2012 case study video from sangsara on Vimeo.


Global Handwashing Day (October 15) was created in response to the fact that more than 2 million children under the age of 5 die each year from preventable diseases such as diarrhea and pneumonia. Lifebuoy and its partners aimed to save 45% of these kids through the provision of soap and hand hygiene education.

The Job

For every pledge to support Global Handwashing Day 2012, Lifebuoy would donate resources to help one child at risk. We were tasked with creating the largest pledge movement in the campaign’s 5-year history, and increasing the number of the brand’s Facebook fans proportionately. The digital portion had to be designed and deployed within 2 months.

The Idea

Fight viruses with virality. By connecting the act of pledging to Facebook, we made supporting GHD a highly visible act that brought others into the movement. ‘Liking’ Lifebuoy’s page in the process enabled us to deliver targeted messages to followers, encouraging them to continue making a difference through other means.


Starting in September with the objective of collecting 1 million pledges by Global Handwashing Day, we hit our target with time to spare and went on to receive over 3.2 million pledges by December. Lifebuoy’s Facebook page surged from 700,000 fans to over 2 million by the end of the year. Furthermore, the rate of engagement with Lifebuoy’s social media channels has since doubled.


IAB MIXX Awards — Gold (Multicultural), Bronze (Not For Profit)
IAC — Best Advocacy Social Media Campaign

Live site

Live site