Presented By

Rohit KumarShailesh J. Mehta School of Management,

IIT Bombay

Managing Corporate Social Responsibility:

Unilever’s Handwashing Campaign

UNICEF & WHO (2006) : Diarrhea remains the second leading cause of death among children under five globally. Nearly one in five child deaths – about 1.5 million each year – is due to diarrhea. It kills more young children than AIDS, malaria and measles combined

• 1.8 million people die every year from diarrheal diseases(including cholera); 90% are kids under 5, mostly in developing nation• 88% of diarrheal disease is attributed to unsafe water supply, inadequate sanitation and hygiene• Improved water supply & sanitation reduces diarrhea morbidity by 21% & 37.5% respectively• The simple act of washing hands at critical times can reduce the number of diarrheal cases by up to 35%

On October 15, the world celebrates the simple act of washing hands with soap, which can save millions of lives

• For a company mulling over a CSR program, the best resource is often the product or service that has made it a success. For Uniliver what better than “Lifebuoy”

• Looking at the above data from UNICEF & WHO, Lifebuoy feels this can be averted by simple act of handwashing alone.

• Washing one’s hands for 20 seconds is one of the best preventive measures to prevent the spread of germs that can cause diarrhea and other illnesses. Sanitation habit at early age

• Lifebuoy saw an opportunity to promote this simple habit by combining its success with selling consumer products along with public health and behavioral science research.

• Make a positive contribution to society whilst protecting the planet for future generations

• 35% Diarrhea reduction. Significantly improves school attendance

• Hand washing with soap is a proven, cost effective accessible health intervention

1. The relevance of ‘Unilever’s Handwashing Campaign’ as a CSR initiative!

PS: Sources has been mentioned as Note

Economic aspectsA. The Multiplier Effect

B. Contribution through taxesC. Avoiding Actions that Damage

Trust

Social aspectsA. Responsibility towards

CustomersB. Responsibility towards

EmployeesC. Responsibility towards the

CommunityEnvironmental and Ecological aspects

A. Environmental Impact (Measuring & Management)

B. The Win-Win of Environmental Responsibility

Favored Against

CSR as Public Relations

CSR is a strategy for avoiding regulation

Lobbying against regulation

CSR as Public Private Partnerships

Improve operating conditions and quality of

life

A business is perceived as legitimate when it fulfills

its social responsibility

Corporate Philanthropy

Firms make profit with the consent & support of its stakeholder environment

2. CSR programme driven by a company’s product or service is good or Bad !

# It will be highly biased to say if the CSR run by products is more of social benefit or has a mean motive Say; there is a social problem and is hampering mankind to a great extent. Anyone

who solves it by ANY medium should not be a problem, as long as the end result is favorable to the society. Ex: Lifebuoy case

At the end of the day, the money that the Corporations donate is their shareholders �money, which they can only do if they see potential profit in it. By using own product, we can also minimize cost.

Sometimes it lacks real motivation and is seen as a legal compliance. That causes the real problem.

3 Dimensional Aspect of CSR

PS: Sources has been mentioned as Note

• Unilever, the leading manufacturer, placing 15 brands in the Top 50 - Two successive Client Of The Year titles

• Grown from 14.7% YTD to 15% in 2013 in Skin cleansing soaps; In the smaller hand wash category, the YTD was 22.3% to 22.7%.

• HUL Key Sustainability Impact - Handwashing programmes rolled out to villages across 8 countries• 63 million people reached through Lifebuoy Handwashing Programme since 2010• The Most Trusted Brand from HUL in the top 100 list of Brand Equity’s Most Trusted Brands List

Lifebuoy (10)• Ranked 5th in Brand Footprint Global Ranking 2012 with market penetration of 27.3 % and consumer

reach point growth of 1% • Lifebuoy among top 10 best soap brands on basis of popularity; Skin Cleansing delivered volume-led growth

driven by Lifebuoy, Liril and Pears. • 11% consumption increase in Vietnam , +100bps for Conviction in Pakistan, Driving awareness of 5 key

occasions & strengthening brand equity

• High consumer awareness through Kumbh Mela Campaign

• Most popular brand in rural market

• Excellent brand visibility

• Extensive distribution• India's largest soap brand

in value • Market Share went up 90

basis points to 15.9% in 2013 from 15% in 2012

3. Impact of CSR campaign on brand image of Unilever !

PS: Sources has been mentioned as Note

Thank You..!!