With the ongoing campaign, ‘Swachh Bharat Abhiyaan’ initiated by the Prime Minister, Hindustan Unilever wanted to engage with the audience in a meaningful and relevant way, thus invited the consumers to include HUL brands in their daily routine and to adopt clean and healthy habits via the Swachh Aadat Swachh Bharat initiative.
Studies say that old habits are hard to break and new habits are harder to form. But it is possible to form new habits through repetition. Hence the weapon to break inertia: Repetition of message without being preachy.
The issue at hand wasn’t solvable by one brief, one client or one campaign! In fact, it wasn’t a business issue, but a National Issue of epic proportions. Hence a peek into Hindustan Unilever’s product portfolio helped PHD identify three brands that were intrinsic to hygiene related illness prevention – Lifebuoy, Domex and Pureit helping people adopt three simple clean habits: washing hands with soap, using clean toilets and drinking purified water.
In order to make the message sticky the agency stayed away from using celebrities or adults. The evangelists of change were the children themselves because when adults succumb to inertia, its’ the children that can jolt them out of their bad habits. With this insight, a child-driven crusade was born with a simple sticky short hand that made these three habits easy to remember:
HAATH, MUH, BUM
BIMARI HOGI KAM
(Fewer illnesses occur when you practice Hand, Mouth & Bum).
With a message so sticky PHD had to ensure that it reaches to all adults across India. Hence two of the most effective and efficient mediums were deployed: Digital and Mobile for Urban and Rural, respectively.
Digital Media (Urban India): The message had to resonate amongst 1.1 million Indians, hence it was imperative to choose a media vehicle that has maximum reach and virality. YouTube which has over 60 million unique user bases became the platform of choice. With the intention of chasing views, the video was released as a masthead on YouTube and within hours of releasing the video, it went viral on the platform. In a record breaking duration of just 60 days the campaign became the biggest campaign done by HUL on YouTube in 2015. The image of the message was such that it got shared freely on Facebook and Twitter as well.
Mobile (Rural India) Cleanliness messengers programme: As the reach of video mechanism is restricted to urban audience, reaching rural India was a challenge. PHD devised an innovative medium of mobile technology delivering the message to the masses and the carriers of the message were HUL factory workers. All they had to do was visit villages surrounding their factory location and dial a toll free number. On getting connected to the call a recorded message to teach behaviour change was played back with the aid of speakers. This simple mechanism helped reach millions in rural India.
It was YouTube India’s largest campaign in 2015 with the highest number of views on a single video in a span of two months. Campaign garnered over 21.25 million views on YouTube. 100% video completion rate of around 22%. Demographic targeting helped the campaign achieve maximum reach & create awareness. The video reached 8.08 million unique users on Facebook and garnered 68,600 views on Twitter.
It reached over 75 million lives through mass media. The initiative was not about market share but how it touched many lives. The on-ground factory worker programme touched 30 factories, 3,000 Workers and a total of 1,000,000 lives. The slum and school adoption programme touched 200,000 lives (Source: Internal data, HUL).
The campaign helped move brand measures across the chosen brands:
• 83% agreed that they would change their and their family’s habits after seeing the communication (Source: Qualitative survey of 800+ LSM 3-10 consumers in 4 cities in India.)
• 87% Awareness of HUL supporting Swachh Bharat
• 63% Recall of Haath Munh Bum
• In future, 47% said they are more likely to use Pureit, while 46% said for Lifebuoy.
• 96% agreed that they would talk about the message (Source: Brand Track & Qualitative-survey of 800+ LSM consumers in four cities).