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Help a child turn 5
Hindustan Unilever’s health soap Lifebuoy is working on awareness for its flagship ‘Help a Child Reach 5’ campaign, by taking it to the rural audience of the country.
Hindustan Unilever’s health soap Lifebuoy is working on awareness for its flagship ‘Help a Child Reach 5’ campaign, by taking it to the rural audience of the country. Handwashing Ambassador and actress, Kajol has been associated with the cause since its inception. Through the Help a Child Reach 5 initiative Lifebuoy seeks to educate mothers on the importance of hand hygiene in the neonatal period (the first 28 days of a child’s life) by capitalizing on the power of cinema to take this message to inaccessible areas.
Kajol visited an adivasi village in rural India and engaged with expecting mothers. At a unique event hosted in the village, the actor showed the Chamki film to villagers and also interacted with expecting mothers, elaborating on the simple measures one can take to ensure that every child reaches the crucial age of five by drawing on her own experience of being a mother.
India has the highest number of under 5 deaths in the world. Of these, over 50% of deaths occur in the first 28 days of life - the neonatal period when children are most vulnerable. The simple act of handwashing with soap can prevent many of these deaths. Handwashing with soap is one of the most cost-effective ways to save child lives.
Samir Singh, Executive Director, Hindustan Unilever, said, “We are now proud to spread the lifesaving handwashing message through the Chamki film to where it matters the most: pregnant and new mothers in rural areas of the country. Through the travelling cinema initiative, we aim to spread this message in more than 400 villages and help save more lives.”
Handwashing Ambassador Kajol Devgn said, “Being from the film industry I understand the power a film has in storytelling. The Help A Child Reach 5 film – Chamki, delivers a message of major concern with a simple solution of washing hands with soap. I would like every mother in the country to watch this film and realize the importance of washing hands with soap in the first 28 days after birth..”
Through this Help A Child Reach 5 initiative, Lifebuoy aims to reach over 4,00,000 people in 400 villages with the handwashing message.
