Evidently launches Parents React to Gondappa's Story campaign to help children reach five

Media News

Mumbai, April 17, 2013

Evidently have launched Parents React to Gondappa’s Story, a short film forming part of Lifebuoy's ‘Help a Child reach 5’ campaign, aimed at publicising and earning support for the brand’s social mission.

Infections like diarrhoea and pneumonia are the biggest causes of death among children under 5 worldwide. By teaching children and their families the simple but effective act of hand washing with soap, Lifebuoy aims to prevent such deaths. The ‘Help a child reach 5’ campaign, Lifebuoy’s effort in helping every child celebrate their fifth birthday, starts with Thesgora in Madhya Pradesh, a village with one of the highest rates of diarrhoea in India.

The campaign kicked off in February with the first ‘Gondappa’ film, following a father’s journey to give thanks for his first child reaching 5. Parents React to Gondappa’s Story drives support for the mission by taking this story to parents around the world, and capturing their reactions and pledges of support.

The campaign is running for six weeks across YouTube and Facebook.

Samir Singh, Global Brand Vice President for Lifebuoy, said “Our goal is to change the handwashing behaviours of 1 billion people by 2015; we have reached more than 110 million people so far. This film makes the message personal by prompting parents to consider their own situation, and invites the world to join in by pledging its support.”

Daniel Zeff, Evidently CEO, said “Parents React to Gondappa’s Story” helps Lifebuoy’s campaign resonate on an intrinsically simple premise: the love between parents and their children. We’re already seeing how it’s inspiring parents to pledge their support, and are excited about working towards the next stage of the campaign.”

www.evidently.com

For further information, please contact

Eulogy!

Rhiannon Hardy

Tel: 020 3077 2000

Email: rhiannon@eulogy.co.uk