MUMBAI — In response to high rates of infant mortality in rural India, Lifebuoy's "Help a Child Reach 5" campaign features a real-life experiment captured on film.
The campaign, created by Lowe Lintas. tells the tale of a young mother-to-be, Sangrahi, who lives in a village where very few children make it to the age of five years. She cites the example of a friend of hers whose child passed away just weeks after being born. Throughout the film, Sangrahi her hopes and plans for her baby, whom she plans to name "Chamki."
The film also features a local health officer who worries that the village people would turn to unorthodox means like going to a temple to spare the child from being infected, rather than take simple precautionary steps. To drive the point home, the only house with a TV in the village is chosen, where everyone has gathered to watch a movie, including Sangrahi.
The film comes to an abrupt halt when another video starts playing. The girl in the video introduces herself as Chamki, Sangrahi’s daughter a few years into the future. The child goes on to the play out various scenes from the future like showing off a doll and a dress gifted to her by an aunt. She goes on to thank her mother for singing a lullaby every night to Chamki in the womb, for the "yummy" food, for getting her to school, and for making her laugh whenever the child felt down. But Chamki thanks her mostly for washing her hands ever so often to avoid the baby getting infected. As the video plays out, we find Sangrahi overwhelmed at the film playing and promises to abide by everything ‘her’ Chamki has just thanked her for on screen. The film ends with a call to action towards the cause.
Creative agency: Lowe Lintas
This article first appeared on campaignindia.com.