ntroduction:

overing 130 million people in 30,000 villages since 2002, the Lifebuoy SwasthyaChetna programme has made its mark as

the single largest private hygiene education projec t in the world.The Swasthya Chetna programme will be re-launched

in 2009, and will cover even morevillages in India as part of the Lifebuoy brand's crusade.Key project activities:Lifebu

oy Swasthya Chetna is a multiphase activity that works toward effecting handwashing behavior change among the rural

communities it touches. The central message of the campaign is: Visibly clean is not really clean.

 The communication tasks were to:Establish the presence of germs even on clean-looking hands, using a simple

butextremely powerful, lowcost demonstration tool called the glow germ demo kit.Devel oped by Unilever for use

in Swasthya Chetna, it brings to the target audience theidea that hands are only truly clean if washed with soap.Establish the

consequences of these hidden germs on hands.Backgrou ndThe Lifebuoy Swasthya Chetn a (Health Awakening) program began

in 2002 as a ruralhealth and hygiene education initiative in India. The project was designed to spreadawareness

about theimportance of washing hands with soap and to promote general hygiene in rural villages.The program has reached more

than 100 million people, and its teams have reached atleast 44,000 villages in rural India. Swasthya Chetna is one of the worlds

largest selfsustained and self-funded hygiene promotion projects