Hindustan Unilever (HUL) and United Nations Children’s Fund (UNICEF) have come together to undertake a mass media campaign titled ‘#BreakTheChain’ / #VirusKiKadiTodo’.
The campaign will feature 5 and 15-second powerful clips is based on three key themes – social distancing, handwashing and generosity. These short informative clips will be streamed across India through television, news portals and prominent social media channels.
Sanjiv Mehta, chairman and managing director, Hindustan Unilever Limited, said, “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 a wide geography which is the most critical need today.”
Three clips have been release so far.
Yasmin Ali Haque, India representative, UNICEF, 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 HUL is important as it leverages HUL’s communications 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.”
In the press release, it was also mentioned that the campaign will seek support from media organisations, macro and micro social media influencers thought leaders and celebrities in spreading the message.