In a video created by Mullen Lowe Lintas for Unilever soap brand lifebuoy, a little girl living in rural India thanks her mother for washing her hands during the first days of her life.
The video, which is part of Lifebuoy’s Help A Child Reach 5 programme, is based on the insight that six million kids die before they reach the age of five in India, due to preventable infections like diarrhoea and pneumonia.
Samir Singh, executive director of Hindustan Unilever, said in a press release: “We are excited to release this film and take the hygiene message to where it matters the most: to new mothers in the first 28 days after delivery. The Help a Child Reach 5 campaign started in Thesgora, a village in Madhya Pradesh that has one of the highest rates of diarrhoea, and showcased remarkable results. We now impact child health at a very large scale in partnership with the Children’s Investment Fund Foundation.”
The campaign comes three months after Unilever was accused of “hiding behind fake PSAs and Pepsodent smiles” by a musician who highlighted Unilever’s alleged environmental abuses at a disused thermometer factory in Tamil Nadu.