Step 1: Background
In Bangladesh, every year 45,000 children under the age of 5 die due to diarrhea alone. This is preventable with a simple act of hand washing. Skin cleansing category is a highly competitive market in Bangladesh and hygiene is the most commonly focused attribute. Lifebuoy is constantly striving to gain higher top of mind positioning and global hand washing day was the perfect opportunity for liquid hand washing brands to make a mark in the industry while being relevant and contextual.