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
About Lifebuoy (500 Million Euros brand)
Lifebuoy global presence

For Lifebuoy:
Existing geographies

New geographies

Possible roll outs

Lifebuoy is available in more than 55 countries globally

Lifebuoy is a brand with a social purpose
…creating business opportunity by addressing unmet social needs

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

Invented 1894
LIFEBUOY GROWTH STRATEGY
Double size of brand from 500mio€ to 1billion€ by 2015
Market Development (consumption) continues to play a key role

160mio€
Build
unbeatable
relevance &
authority on
125mio€ 125mio€
core
Own Lead Mkt Dev
Advanced through 90mio€
Hand USLP 1billion
Hygiene mission Win in big
new D&E
markets
Billion People

HELP
1 BILLION
PEOPLE IMPROVE
THEIR HEALTH
& WELL-BEING

HEALTH & NUTRITION

HYGIENE

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
FILM
Achieving 1 Billion Target

700 Million Urban

300 Million Rural Population
in South Asia, South East Asia, Africa and Latin America
 THE BUSINESS CASE
Big gap between actual vs. recommended hand washing frequency
Big opportunity to increase soap consumption and improve health

Ideal habit: At least 5 soap occasions per day

Before 3 meals, after toilet + 1 daily bath

5.6g X 365 days = 2,044 g= 20

a year bars

Ideal consumption = at least 20bars

* Assuming 100g bars, 2,044g per capita per year = 20.44 bars per year
MOST PEOPLE USE A LOT LESS
20
1.5 Billion people consume
8 or less bars per year
13

iTO opportunity + 900 mEuros

7-8

Indonesia Pakistan
Sri Lanka Vietnam
India Bangladesh
South Africa
 BEHAVIOUR CHANGE JOURNEY
Program design based on learning's from 18mth Mumbai Clinical study

Mumbai Clinical :
Soap consumption per person per day Intervention
7 TVC 3+
6 1 Direct Contact
5
Grams per day

0
Intervention Control Intervention Control

13 weeks 41 weeks
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

DIGITAL c
PR Countries implementing
Vietnam
Pakistan
Bangladesh
Malaysia
Kenya
India
PARTNERSHIPS
Indonesia
MASS MEDIA EXAMPLES

Indonesia
Kerala, India

Vietnam
Pakistan

Play TVC Vietnam

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

Lower cost &

optimise
Partnerships to
mix of share cost
branded Achieving the
activity 1 billion

Unbranded activity

- e.g. HWWS
part of national
curriculum
 LOWER COSTS

SHOW FILM
 MAKE BETTER USE OF DIGITAL

Brazil viral
campaign

Website

Cut Isyana Just joined Lifebuoy 21 days

program

Twitter & Facebook

My kid now always

Berbagi Sehat washing hand after
toilet!yeay!#proud mom
SCALING UP: 3 BIG OPPORTUNITIES

Lower cost & Partnerships to

optimise share cost
mix for
branded activity Achieving the
1 billion

Unbranded activity

- e.g. HWWS
part of national
curriculum
 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

Focus countries: India, Indonesia, Bangladesh, Pakistan, Kenya, and Nigeria

Lifebuoy investment: CIFF investment:

Lifebuoy invests €25m to reach CIFF invests €25m to reach rural

urban population via mass media population & fund evaluation
& schools program

Reach
Reach
Achieves mass TV awareness
40 million rural direct contacts.
60 million urban direct contacts.
200 million with multiplier effect
300 million with multiplier effect

Contribution to Lifebuoy 1 billion goal

500 million (half our target)
SCALING UP: 3 BIG OPPORTUNITIES

Lower cost &

Partnerships to
optimise
mix for share cost
branded activity Achieving the
1 billion

Unbranded activity

- e.g. HWWS
part of national
curriculum
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
Latin America: Relevance of HWWS

Country Distribution of causes of

Number of under-5 deaths
Under-5 death among children preventable by HWWS
mortality aged < 5 years (%)
rate
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 15 4 14
Salvador 38 64
Nicaragua 22 9 20 169 184
Panama 16 6 13 56 60
Venezuela 15 6 6 282 138