Lifebuoy: Purpose

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

Campaign details

Brand: Lifebuoy Agency: Magna Region: EMEA



Lifebuoy ran the world's largest behaviour change programme to encourage hand washing. In response to the global pandemic, the brand embarked on a public service campaign to remind people that hand hygiene and using any soap brand can help reduce the

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