Lifebuoy, the renowned hygiene soap brand marketed by Unilever, has collaborated with MullenLowe Singapore, MullenLowe Lintas India, and MullenLowe Lintas Indonesia to create a heartfelt film celebrating its 90-year legacy in Indonesia. This film pays tribute to the nation by highlighting the inspirational journeys of real-life national heroes and showcases Lifebuoy’s commitment to safeguarding the dreams of Indonesians across generations.
Launched just ahead of Indonesia’s 79th Independence Day celebrations in August and continuing throughout the year, the film features a diverse array of both national icons and everyday heroes. Among the notable figures are Indonesia’s first Olympic Gold medalist Susy Susanti, the country’s first world boxing champion Ellyas Pical, ‘Disability Womenpreneur’ Nicky Clara, and renowned sculptor Fransisca Ardiyusanti. These individuals are celebrated not only for their exceptional achievements but also for their everyday contributions that inspire the nation.
The film’s core message emphasizes that while dreams do not come to fruition in a single day, they require daily protection and nurturing. It underscores the importance of maintaining a healthy body to safeguard oneself from illness, aligning with Lifebuoy’s mission to promote good hygiene practices.
This message is particularly relevant given recent research indicating a resurgence of infectious diseases globally, with cases now surpassing pre-pandemic levels in various regions. This highlights the continued significance of hygiene products in providing essential germ protection in the post-pandemic era.
Khim Yin Poh, Global Vice President of Lifebuoy, expressed, “Since 1934, Lifebuoy has been dedicated to helping generations of Indonesians stay protected from illness. Our 90th anniversary provides the perfect opportunity to reaffirm our commitment to safeguarding health and dreams in Indonesia for the next 90 years and beyond. We also want to extend our gratitude to the Indonesian people for allowing us to be a part of their lives for so many years.”
Poh added, “We aimed to feature distinguished individuals who have achieved greatness and who, in many cases, are long-time Lifebuoy users. Their personal histories with the brand enrich our campaign and reflect the deep connection between Lifebuoy and its users.”
The film’s launch was marked by a press conference featuring real-life local heroes Susy Susanti and Nicky Clara as speakers. The campaign has been amplified through extensive mainstream media coverage and social media content from influencers and celebrities. Additionally, 30-second video versions have been shared across various digital and e-commerce platforms, including TikTok.
Vinay Vinayak, Global Business Director of MullenLowe Singapore, commented, “Lifebuoy has been a pioneer in illness prevention through germ protection soap. In marking its 90th year in Indonesia, we wanted to deliver a heartfelt reminder that dreams require daily nurturing and protection, just like good health. Preventing the spread of infectious diseases is more crucial than ever, and while statistics alone may not drive behavioral change, we aimed to convey Lifebuoy’s hygiene message in an emotionally compelling manner. The early responses to our campaign have been positive, and we anticipate continued success in the coming months.”
Through this campaign, Lifebuoy continues to honor Indonesia’s national heroes and uphold its legacy of dream protection and health promotion.