India Press Releases

HLL And USAID Join Hands To Save Indian Children From Diarrhea

MUMBAI: Hindustan Lever Limited (HLL), a leading multinational consumer goods manufacturing company, today launched a unique promotional campaign for one of its most enduring brands, Lifebuoy. The campaign will also support the World Health Organization (WHO) approved Oral Rehydration Salts (ORS) campaign to combat diarrhea, a health hazard commonly prevalent among millions of children in India.

 

HLL will contribute an amount equivalent to the prize money spent under this campaign - approximately Rs 50 lakh - to the WHO-ORS campaign which is being funded by the United States Agency for International Development (USAID). USAID and ICICI Bank under PACT-CRH (Program for Advancement of Commercial Technologies-Child and Reproductive Health) have been running a high impact ORS category promotion campaign endorsed by IAP (Indian Academy of Pediatrics) to decrease diarrhea deaths through increased consumption of WHO recommended Oral Rehydration Salts (ORS). The campaign now in its fourth year focuses on the Hindi speaking belt of the country where the infant mortality rate due to diarrhea is the highest.

 

Describing the partnership, Dr. Massee Bateman of USAID said, "We are happy to be associated with Lifebuoy in this effort to save Indian children from diarrhea. The common nature of this ailment causes us to overlook the significance of this serious public health problem - where it causes the death of one child every minute in India. Fortunately, simple means to prevent and treat diarrhea are available to us - washing hands with soap to prevent diarrhea and giving ORS to treat diarrhea being two of the most important ones."

 

Under HLL's "Save the children campaign", select wrappers of 'Lifebuoy' soaps will have printed inside them amounts of money in denominations of Rs. 50, Rs. 500, Rs. 5000 or Rs 1 lakh. On sending such a wrapper to the company, the 'lucky" consumer will receive the amount printed under the wrapper.

 

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