Lifebuoy Way of life - Unilever

Lifebuoy way of life
Lifebuoy Way of Life: Tracking social and business Impacts
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IN 2008-2009,
THE IMPACT
OF LIFEBUOY
PROGRAMMES
HAS BEEN
TRACKED USING
A VARIETY OF
MEASURES,
INCLUDING
AWARENESS
OF GERMS
AND DISEASES
ASSOCIATED
WITH POOR
HYGIENE, AND
BRAND EQUITY
MEASURES FOR
LIFEBUOY.
IMPACT EXAMPLES FOR 2008-09
• AWARENESS OF GERMS AND LIFEBUOY
BRAND SALIENCE
One of the ways in which the impact of the
Lifebuoy Swasthya Chetna programme has been
evaluated in India is to measure the awareness
of germs, the association of diseases with poor
hygiene and Lifebuoy brand salience. The table
below shows the impact of the programme
following its implementation in 9 states
across India.
Pre-Intervention Post-Intervention
Awareness of germs 52% 83%
Associating germs with disease 35% 57%
Lifebuoy Brand Salience 28% 51%
• LIFEBUOY BRAND EQUITY
The equity of the Lifebuoy brand has been tracked
in countries where social mission activities have
been ongoing, with significant improvement
recorded in brand attributes in these countries.
For example, in Vietnam brand attributes
were found to have been improved, such that
agreement with the statements:
+ Cleanse the skin deeply to
remove invisible dirt
+ Is a brand that you
can trust
TRACKING FROM 2010 ONWARDS
In 2010, a complete measurement framework
will be established that will track the impact of
Lifebuoy Social Mission programmes on societies
and business. The overall success of these
programmes – and therefore the success of the
Lifebuoy Social Mission - will be measured by the
impact that Lifebuoy activities have on changing
handwashing behaviours over a 5 year timeframe.
Tracking progress will help to achieve our goals by
identifying whether we are on plan to deliver the
Lifebuoy Social Mission and business target.
THE PILOT
The Lifebuoy brand has been selected by Unilever
to pilot the new Unilever Social Mission Framework
& Metrics, establishing an activated tracking
mechanism in every country. These metrics have
been developed in 2009 by a central team,
including representatives from the Lifebuoy brand
and external consultants. The framework has
Social Mission Metrics essentials: Inputs and Outputs
increased from
65%-> 85%
increased from
65%-> 97%
also been reviewed by external partners, such as
UNICEF and the World Food Programme, to ensure
compatibility with existing external frameworks.
SIMPLE PRINCIPLE
The metrics are based on a simple principle: what
we put in (the inputs) and what we get out (the
outputs).
For inputs: this means tracking expenditure
made by the Lifebuoy or Unilever brands and any
external collaborators.
For outputs: this means tracking the short-
term and long-term effects of our mission on
our business and on society. These outputs
will include the PR value generated by social
mission activities, brand equity, sales results and
awareness of germs and salience to the
Lifebuoy brand.
Annual Review 2008 - 2009
Goals Inputs Outputs Impacts
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