Campaign Summary

During Pride Month, Lifebuoy launched the #Safety4All campaign to combat family discrimination. The initiative employed social listening and programmatic display ads to reshape perceptions of non-traditional families. This approach reinforced Lifebuoy's commitment to safety and inclusivity while enhancing brand loyalty and positive engagement.

Strategy

Objective

Lifebuoy aimed to expand its brand identity beyond hygiene products to a symbol of safety and inclusivity. The campaign sought to challenge traditional family norms and promote acceptance of diverse family structures.

Context

Building on its 2021 Pride campaign, Lifebuoy addressed a significant societal bias in Vietnam: the belief that "A family must have a father and a mother." The brand's mission was to promote the idea that all families founded on love deserve equal recognition and protection from discrimination.

Target Audience

For this campaign, as the objective focused on building brand love and loyalty, the brand returned to its core target audience: parents with children, aged 25-45, living in urban and suburban areas of Vietnam.

Creative and Media Strategy

Lifebuoy partnered with Buzz Metrics, Vietnam's largest social listening agency, and Adtima, the country's largest online news forum for families. The brand created the "Discrimination Removal powered by Lifebuoy #Safety4All" initiative, which identified and reframed negative messages about non-traditional families.

Execution/Use of Media

The campaign utilized social listening and programmatic display to gain insights into community attitudes about diverse family structures. Lifebuoy deployed dynamic display ads on Adtima Programmatic Display, strategically placing them next to negative comments. These ads transformed negative messages into positive affirmations, such as:

• "Same-sex couples cannot raise a straight kid" became "Same-sex couples can raise a straight kid"
• "Single mom? How can she raise a kid well" became "Single mom can raise a kid well"

Business Impact

The "Safety for all" campaign garnered support from various communities, including LGBTQ+ advocates, disability rights groups, and non-traditional families. During Pride Month, the campaign achieved significant results:

• 87 percent reduction in negative comments
• 342 percent increase in positive comments

These outcomes reinforced Lifebuoy's position as a brand that promotes inclusivity and challenges societal norms. The initiative underscored the message that family, like safety, stems from love rather than conformity to traditional structures.