"Over 11,157 children from all over Bangladesh came together to
create the largest human image of a hand. Lifebuoy wanted to set a
mark in the history and be officially recognized by Guinness to
create the necessary impact. The initiative was captured on a video
and further primarily amplified across multiple online platforms.
This was also during the Bangladesh Premiere League (BPL) season, a
special commercial was made with top cricketers to also share the
message of handwashing which was aired in high frequency on YouTube
Pre Roll and Television. Special multiple variation of
#high5forHandwashing was trending on social media through celebrity
endorsement posts and motivational videos from cricket players. When
the biggest Bangladeshi cricket star, Shakib Al Hasan, hit the 5000
run mark during the campaign period, a contextual ad was placed on
social media and print with Shakib showing 5 on his hand with a
congratulation message. Social media was used pervasively as major
celebrities joined in the movement by sharing stories telling when
they High5! We promoted the message of how a simple act of hand
washing can save lives using our Brand Ambassador Shakib Al Hassan.
All the videos were optimized fully for mobile so that we could gain
maximum visibility.
To gain more High5s through the digital platform, we used Facebook:
Where users could screenshot a GIF giving a high5 & comment to
give a High5 Instagram: Where one double tap was counted as a High5
GDN ads: Where each click counted as a High5 reading “Click to High5
Shakib” We even did an interactive activation using a Tablet and
Giant LED Vans where school kids and mall goers could virtually
High5 Shakib. And for the first time in Bangladesh, we organized an
interactive quiz using Press & Hold on Facebook. We also gave
away Jerseys to fans who replicated our popular hand washing gesture
(Communicated through previous OVCs using start players) on
Facebook."