Hindustan Unilever (HUL) announced a collaboration with UNICEF India to undertake a mass communication campaign to inform and empower the general public about the COVID-19 pandemic. The campaign brings together the marketing expertise and scale of HUL and the technical knowledge of UNICEF to create engaging communication tools that can help people change behaviors and stay safe during this time of the pandemic.
HUL had also recently committed Rs 100 crore (approximately US $ 13 million) towards helping India fight the COVID-19 pandemic. In addition to the campaign, it is rolling out many initiatives to ensure citizens across the country have access to essential products such as soaps, sanitizers and toilet cleaners.
The mass media campaign titled ‘#BreakTheChain #VirusKiKadiTodo’ will have simple yet powerful five and 15-second informative assets to empower the general public with prevention strategies to protect themselves against COVID-19. Based on three key themes – social distancing, handwashing and generosity, the campaign will generate these short informative assets across India through television, news portals and prominent social media channels.
Talking about the campaign, Sanjiv Mehta, chairman and managing director, Hindustan Unilever, said, “The need of the hour is simple and effective communication across both urban and rural India to help fight COVID-19 and our partnership with UNICEF aims to do just that. Furthermore, we need to come together as a nation and be supportive of each other during this crisis. Our campaign will help address these challenges and at scale. Along with UNICEF, we are also committed to working with the government and making essentials like Lifebuoy soaps, hand sanitizers and Domex cleaners available across wide geography, which is the most critical need today.”
According to the company’s press statement, the campaign will also seek support from media organizations, macro and micro social media influencers, thought leaders and celebrities in spreading the message. The campaign communication assets will be disseminated through the extensive rural reach of both organizations to reach the most vulnerable populations.
Yasmin Ali Haque, the UNICEF representative in India, said, “COVID-19 disease has thrown up many challenges and among them is getting the right information to everyone, no matter where they live and whatever their situation, in the shortest time possible.”
“Our partnership with Hindustan Unilever is important as it leverages HUL’s communication strength as well as rural marketing outreach with UNICEF’s technical expertise and messaging. We hope that through this effort, we are able to bridge the communication gaps by sharing information to contain the spread of the disease,” he added.
During the engagement, HUL and UNICEF will also continue to explore other critical areas of collaboration that will help India to combat the virus.