Ten years ago MullenLowe salt persuaded Lifebuoy soap to be transparent about its vested business interest in social programmes; this strategy has been at the heart of the brand’s successful growth story ever since.

Our work focuses on making hand washing with soap matter. We co-ordinate Lifebuoy’s advocacy campaigns with key opinion formers across the Water, Sanitation and Hygiene (WASH) sector and in government, and by engaging consumers with celebrity partnerships, high profile events and digital content.

“MullenLowe salt has been our trusted partner in creating the Lifebuoy success story”
Myriam Sidibe, Lifebuoy Global Social Mission Director, Unilever

For the last three years we have organised panel sessions at the UN General Assembly (UNGA) with a Who’s Who of the WASH sector, making the case for handwashing and for the inclusion of a hygiene indicator in the Sustainable Development Goals, something which was achieved in 2016.

All this activity is underpinned by strategic global media relations and a strong digital presence and has helped make Lifebuoy a a pioneer of purpose-led communications and one of Unilever’s fastest growing brands.


Lifebuoy’s vision is to bring health and hygiene to a billion people, driven through their campaign ‘Help A Child Reach 5’

MullenLowe salt created the strategy and content for the original Global Handwashing Day

Our Lifebuoy petition received 26,000 signatures in a matter of days calling for a hygiene indicator in the SDGs