The Jump Pump
Client: Hindustan Unilever
Office: Ogilvy & Mather / Geometry Global India
Every 2 minutes, a child dies of diarrhoea in India. Hand washing with soap before meals can prevent this. Lifebuoy wanted to reach out to school children in rural India, where hygiene habits are poor, and encourage them to wash their hands with soap before the mid-day meal. This meal is part of a government sponsored free lunch program that caters to over 120 million school going children. At rural schools, hand-operated pumps are the only way to draw water and children don’t like the hard work involved. Our challenge was to make these hand pumps easier to use.