Unilever and Sustainability
The Case for the 1 Billion People
Handwashing with soap
Dr. Myriam Sidibe, Dr PH
Santo Domingo, January 2012
AGENDA
1.
Lifebuoy strategy and how it fits into
sustainability plans
2.
Consumption building program
–
–
–
3.
Business case
Achievements
Challenges
Solutions to scaling up
About Unilever
• Over 163,000 employees in nearly 100 countries
• Products sold in over 170 countries
• $60 billion in global turnover
• 400 brands spanning the Foods and Home & Personal Care
categories
• Unilever products touch the lives of over 2 billion people every
day
About Lifebuoy (500 Million Euros brand)
Lifebuoy global presence
For Lifebuoy:
Existing geographies
New geographies
Possible roll outs
Lifebuoy is available in more than 55 countries globally
Lifebuoy is a brand with a social purpose
…creating business opportunity by addressing unmet social needs
Affordable Hygiene to combat Cholera
outbreak in Victorian England
“To make cleanliness common place; to lessen work for women;
to foster health and contribute to personal attractiveness, that life
may be more enjoyable and rewarding, for the people who use
our products”
William Hesketh Lever, 1890
Invented 1894
LIFEBUOY GROWTH STRATEGY
Double size of brand from 500mio€ to 1billion€ by 2015
Market Development (consumption) continues to play a key role
160mio€
Build
unbeatable
relevance &
authority on
core
125mio€
Own
Advanced
Hand
Hygiene
125mio€
Lead Mkt Dev
through
USLP 1billion
mission
90mio€
Win in big
new D&E
markets
Billion People
HELP
1 BILLION
PEOPLE IMPROVE
THEIR HEALTH
& WELL-BEING
HEALTH &
HYGIENE
NUTRITION
Lifebuoy is key to delivering our Health & Wellbeing target:
Reduce Diarrhoeal and respiratory disease
By 2015 our Lifebuoy brand aims to change the behaviour
of 1 billion consumers across Asia, Africa and Latin America by
promoting the benefits of hand washing with soap at key times
FILM
Achieving 1 Billion Target
700 Million Urban
300 Million Rural Population
in South Asia, South East Asia, Africa and Latin America
THE BUSINESS CASE
Big gap between actual vs. recommended hand washing frequency
Big opportunity to increase soap consumption and improve health
Ideal habit: At least 5 soap occasions per day
Before 3 meals, after toilet + 1 daily bath
5.6g X 365 days = 2,044 g= 20
a year
bars
Ideal consumption = at least 20bars
* Assuming 100g bars, 2,044g per capita per year = 20.44 bars per year
MOST PEOPLE USE A LOT LESS
20
1.5 Billion people consume
8 or less bars per year
13
iTO opportunity + 900 mEuros
7-8
5
2
Sri Lanka
Indonesia
Pakistan
India
Bangladesh
South Africa
Vietnam
BEHAVIOUR CHANGE JOURNEY
Program design based on learning's from 18mth Mumbai Clinical study
Mumbai Clinical :
Soap consumption per person per day
Intervention
TVC 3+
1 Direct Contact
7
Grams per day
6
5
4
3
2
1
0
Intervention
13 weeks
Control
Intervention
41 weeks
Control
LIFEBUOY BEHAVIOUR CHANGE PROGRAM
TARGET AUDIENCE: School children aged 6 to 12 years and their mothers from LSM 2 to 6
MARKETING OBJECTIVE: Increase in soap consumption in target population by 20%
COMMUNICATION OBJECTIVES: Raise awareness of the Lifebuoy Way (5 occasions)
Improve Lifebuoy’s expertise brand equity scores
DIGITAL
c
PR
PARTNERSHIPS
Countries implementing
Vietnam
Pakistan
Bangladesh
Malaysia
Kenya
India
Indonesia
MASS MEDIA EXAMPLES
Indonesia
Pakistan
Kerala, India
Vietnam
Play TVC Vietnam
STATUS SUMMARY
8 countries implementing program
–
Celebrities enrolled
– Partnerships established to deliver schools program on-the-ground
Strong results
–
Delivering on Marketing & Communication objectives
e.g. +11% consumption increase in Vietnam
 e.g. +100bps for Conviction in Pakistan
 Driving awareness of 5 key occasions & strengthening brand equity

Next steps
–
–
Maintain strong TV support
Find ways to scale up interventions to drive commitment, reinforce &
reward behaviour
SCALING UP: 3 SOLUTIONS
Lower cost &
optimise
mix of
branded
activity
Partnerships to
share cost
Achieving the
1 billion
Unbranded activity
- e.g. HWWS
part of national
curriculum
LOWER COSTS
SHOW FILM
MAKE BETTER USE OF DIGITAL
Brazil viral
campaign
Website
Cut Isyana Just joined Lifebuoy 21 days
program
Twitter & Facebook
Berbagi Sehat
My kid now always
washing hand after
toilet!yeay!#proud mom
SCALING UP: 3 BIG OPPORTUNITIES
Lower cost &
optimise
mix for
branded activity
Partnerships to
share cost
Achieving the
1 billion
Unbranded activity
- e.g. HWWS
part of national
curriculum
PARTNERSHIPS TO SHARE COST

Partner with organisations who share our aims & can share costs

Move to 50:50 shared investment model:
 50% Lifebuoy + Unilever Central funds; 50% Partner 50%
 50:50 co investment is minimum acceptable to attract partners

Existing models:
 Kenya: WSUP: 50:50 co-investment in Schools Program
 USAID/WSUP: fund raising
CONFIRMED FUNDING TO DATE
Countries
Extra Funding and Partners in line
Bangladesh 110k€ WSUP
600k€ Project Laser Beam
Kenya
110k€ for school of 5
Zambia
120k€ for school of 5
Pakistan
Deployment by ITA (largest NGO)
Vietnam
Deployment by Ministry of Education
PARTNERSHIPS: NEXT STEPS

Fast track proposals with most positive partners :


Develop partnerships with UL Foundation partners:


CIFF, WSUP via DFID & SNV, USAID, Gates
PSI, Save the Children
Scope out potential to partner with Government of India
PROPOSAL FOR €25 MILLION OVER FOUR YEARS
Focus countries: India, Indonesia, Bangladesh, Pakistan, Kenya, and Nigeria
Lifebuoy investment:
CIFF investment:
Lifebuoy invests €25m to reach
urban population via mass media
& schools program
CIFF invests €25m to reach rural
population & fund evaluation
Reach
Achieves mass TV awareness
60 million urban direct contacts.
300 million with multiplier effect
Reach
40 million rural direct contacts.
200 million with multiplier effect
Contribution to Lifebuoy 1 billion goal
500 million (half our target)
SCALING UP: 3 BIG OPPORTUNITIES
Lower cost &
optimise
mix for
branded activity
Partnerships to
share cost
Achieving the
1 billion
Unbranded activity
- e.g. HWWS
part of national
curriculum
UNBRANDED ACTIVITY

Lobby for HWWS

To raise profile & priority

To ‘institutionalise’ HWWS

Part of Schools curriculum

Part of healthcare interventions
Lessons learned so far
Building consumption takes time to be able to see a real
business benefit so you need to embed it within a longer
time frame in the business with clear deliverables but clear
commitment too
We need to work with partners that are interested in scale
and co-investment approaches
We don’t have one single approach to all, it needs to be
targeted but still at scale
Latin America: Relevance of HWWS
Country
Distribution of causes of
Number of under-5 deaths
Under-5 death among children
preventable by HWWS
mortality aged < 5 years (%)
rate
Diarrhoea Pneumonia
Diarrhoea
Pneumonia
Brazil
21
3
6
860
842
Colombia
19
4
12
320
469
Costa Rica
11
1
3
5
7
Ecuador
20
6
17
197
274
El
Salvador
15
4
14
38
64
Nicaragua
22
9
20
169
184
Panama
16
6
13
56
60
Venezuela
15
6
6
282
138