The Indian state of Punjab is a large market where conventional media is rather ineffective at communicating the hygiene message. This programme was initiated as a cost effective channel to promote the habit of using soap whenever people wash their hands.
The programme works in partnership with local governments and organisations. Gurudwaras (Sikh Temples), which were selected as a location for this activation, are an important place for congregation in Punjab.
In every Gurudwara, water points are used by visitors to wash their hands and feet before entering the temple. Also, every Gurudwara has a designated place to keep shoes in safe custody in exchange for a returnable token.
Integration of the handwashing message within the Gurudwara environment was identified as the way forward. Sensitivities critical to the activation included:
- Respecting religious sentiments at all costs
- Subtle branding
- The handwashing message had to be appropriate when it came to capturing the Moment of Truth (washing hands before offering prayers in the Gurudwara)
- The format of the activation had to be standardised for it to be replicated across locations.
With the permission of the Granthis, the governing bodies at each Gurudwara, relevant hygiene messages were created and integrated with the religious sentiment and environment. Messages were placed alongside soap dishes containing Lifebuoy soap at the water points, and tokens handed out in exchange for placing shoes in safe custody carried handwashing messages. Lifebuoy soaps were also distributed as gifts in the Gurudwaras.
The activation covered 156 Gurudwaras across 138 small towns in Punjab, engaging over 35,000 people with the Lifebuoy health and hygiene message.
