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Case Study Of Lifebuoy

Decent Essays

Public opinion

Consciousness to the importance of hand washing with soap is still considered trivial, nevertheless it has a crucial benefit to prevent spreading germs. The increase of child mortality rate caused by the shortage of clean water and poor sanitation could trigger fatal diseases such as diarrhea, pneumonia, and respiratory tract infections. The child sometimes being a victim of misinterpretation in hygiene owing to the lack of knowledge by parents. Eventually, mother bears the brunt due to the health issues; the potential for spreading diseases, privacy disturbed, and the high cost of medication.

Opinion leaders as a catalyst
With the plenty of health issues regarding to the lack of self awareness in hygiene, Roni S Syaroni suggest a program clean and healthy living behaviors. For more than 21 years pursue field study, Roni has become the promoter of Unilever Indonesia foundation program …show more content…

The role of mass media

Agenda setting theory

Through a movement program 21 days, Lifebuoy remind the importance of hand washing in 5 crucial moments; before breakfast, before lunch, before dinner, after using the toilet, and shower using soap. Lack of public awareness on hygiene, give a big opportunity for Lifebuoy to build Brand Equity as an Indonesian brand family soap.
Media dependency theory
The reduction of infant mortality rate due to diarrhea in several regions caused by the success of program handwashing with soap for 21 days. The airing of various diseases and the number of victims in Lifebuoy ads proven to sensitize THE audience of the importance of hand washing with soap.

Framing theory
Lack of public awareness in maintaining clean and healthy behavior could trigger fatal diseases, habits of hand washing without soap for instance. The spreading of bacteria E-Coli in a dirty environment transmigrate into human immune system through hands which impacts to diarrhea, pneumonia, respiratory tract infections, and even death.

Conflict

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