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1. Presented By
Rohit Kumar
Shailesh J. Mehta School of Management, IIT Bombay
Managing Corporate Social Responsibility:
Unilever’s Handwashing Campaign

2. 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

3. Economic aspects
A. The Multiplier Effect
B. Contribution through taxes
C. Avoiding Actions that Damage Trust
Social aspects
A. Responsibility towards Customers
B. Responsibility towards Employees
C. Responsibility towards the Community
Environmental 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

4. • 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

5. Thank You..!!