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 – Business case
– Achievements
– Challenges
3. 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
Lifebuoy is available in more than 55 countries globally
Lifebuoy global presence
Existing geographies
New geographies
Possible roll outs
For Lifebuoy:
Lifebuoy is a brand with a social purpose …creating business opportunity by addressing unmet social needs
Invented 1894
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
LIFEBUOY GROWTH STRATEGY
160mio€
125mio€
Double size of brand from 500mio€ to 1billion€ by 2015
Market Development (consumption) continues to play a key role
125mio€
90mio€
Build
unbeatable
relevance &
authority on
core
Own
Advanced
Hand
Hygiene
Lead Mkt Dev
through
USLP 1billion
mission
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
Achieving 1 Billion Target
700 Million Urban
300 Million Rural Population
in South Asia, South East Asia, Africa and Latin America
THE BUSINESS CASE
2,044 g a year
365 days = = X
* Assuming 100g bars, 2,044g per capita per year = 20.44 bars per year
5.6g 20
bars
Ideal habit: At least 5 soap occasions per day
Before 3 meals, after toilet + 1 daily bath
Big gap between actual vs. recommended hand washing frequency
Big opportunity to increase soap consumption and improve health
Ideal consumption = at least 20bars
MOST PEOPLE USE A LOT LESS
20
13
7-8
2
5
Sri Lanka Indonesia
India
South Africa
Pakistan
Bangladesh Vietnam
1.5 Billion people consume
8 or less bars per year
iTO opportunity + 900 mEuros
BEHAVIOUR CHANGE JOURNEY
Program design based on learning's from 18mth Mumbai Clinical study
Mumbai Clinical :
Soap consumption per person per day
0
1
2
3
4
5
6
7
Intervention Control Intervention Control
13 weeks 41 weeks
Gra
ms p
er
day
Intervention
TVC 3+
1 Direct Contact
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
c
PR
PARTNERSHIPS
DIGITAL
Countries implementing Vietnam Pakistan
Bangladesh Malaysia
Kenya India
Indonesia
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
Unbranded activity
- e.g. HWWS
part of national curriculum
Achieving the 1 billion
Lower cost &
optimise
mix of
branded activity
Partnerships to
share cost
Cut Isyana Just joined Lifebuoy 21 days program
Website
MAKE BETTER USE OF DIGITAL
Berbagi Sehat My kid now always washing hand after toilet!yeay!#proud mom
Twitter & Facebook
Brazil viral
campaign
SCALING UP: 3 BIG OPPORTUNITIES
Unbranded activity
- e.g. HWWS
part of national curriculum
Achieving the 1 billion
Lower cost &
optimise
mix for
branded activity
Partnerships to
share cost
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 : CIFF, WSUP via DFID & SNV, USAID, Gates
Develop partnerships with UL Foundation partners: PSI, Save the Children
Scope out potential to partner with Government of India
PROPOSAL FOR €25 MILLION OVER FOUR YEARS
Lifebuoy investment:
Lifebuoy invests €25m to reach
urban population via mass media
& schools program
Focus countries: India, Indonesia, Bangladesh, Pakistan, Kenya, and Nigeria
CIFF investment:
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
Unbranded activity
- e.g. HWWS
part of national curriculum
Achieving the 1 billion
Lower cost &
optimise
mix for
branded activity
Partnerships to
share cost
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
Country Under-5
mortality
rate
Distribution of causes of
death among children
aged < 5 years (%)
Number of under-5 deaths
preventable by HWWS
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
Latin America: Relevance of HWWS