Does Lifebuoy Have the Best Corporate Social Responsibility Program?

David Aaker
Marketing News
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Key Takeaways

​What? Lifebuoy's corporate social responsibility program aims to educate people in developing nations on the importance of proper handwashing.

So what? Lifebuoy's marketing team uses video to help tell compelling individual stories about how handwashing has improved quality of life.

Now what? Videos and compelling storytelling ar​e great tools for communicating your brand's CSR efforts.

My current nominee for the best social program ever is “Help A Child Reach 5,” a handwashing program sponsored by Unilever’s Lifebuoy soap, a brand that virtually disappeared from the U.S. a half century ago. Lifebuoy is far from dead internationally. The brand is dominating the market in India and other emerging countries and ranks fourth—falling only behind Coca-Cola, Colgate and Nestle’s Maggi food brand—among global brands, according to Kantar Worldpanel. ​​​​

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Author Bio:
David Aaker
David Aaker is vice chairman of San Francisco-based marketing consultancy Prophet and author of Brand Relevance: Making Competitors Irrelevant.

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