PROBLEM:
Lifebuoy understands that diarrhoea and pneumonia are among many illnesses in the world that causes children
deaths. There are at least 5000 children under the age of 5 that have become victims every year. Only by washing your hands with soap that you can prevent all of these. But, unfortunately, the habit is not there simply because the minimum awareness. So in 2013 Lifebuoy started a ‘Help A Child Reach Five’ campaign. By adopting a village, it will showcase that Hand Washing Habit is crucial to be developed.
INSIGHT:
In many remote areas in Indonesia, many people are still having trouble with reading or even writing. So when they gave birth to a child, it is easy to name the child, but remembering the date is another thing. What they usually do is marking the birth date on the nearest
newborn tree.
SOLUTION:
So, we created a film about a mother’s strange affection to a tree. It was then explained that it is all about the loss, love and longing to her own long gone child, who died tragically because of diarrhoea before he even reached five years old.
RESULT:
The movie gained a lot of attention: Youtube, blogs, and other discussion among the social media’s. 9 million viewers visited the site in just few months since it was launched in Youtube. Most of the comments are highlighting the condition in that village and how hand washing can really help them. The awareness of hand washing habit in Indonesia is growing.
