Why Lifebuoy put thermometers on its packaging to prevent Indonesia’s biggest killers

An estimated 6 million Indonesian women have to work overseas to provide a better life for their families. While they’re away, care of their own children is left to working fathers, elderly relatives or caregivers.

Indonesia also has a critical shortage of doctors. The population of 270 million faces a staggering deficit in healthcare access, falling well below the WHO's recommended doctor-to-patient ratio of 1:1000. Remote areas suffer the most, with lack of access.

Client context

Lifebuoy is synonymous with health and hygiene across Indonesia. 7 in 10 households use Lifebuoy products.

Brief

• Help grow Lifebuoy from a hygiene brand to a proactive health management brand to support Indonesians.
• Help Lifebuoy earn attention more authentically for its telehealth partnership (calls to Healthline).

Creative idea

Pneumonia, congenital disease and diarrhoea are the leading killers of Indonesian children under five. Having a fever is a warning sign of all three.

We saw the opportunity to give back a mother's healing touch to every Indonesian family, with a simple solution to this dire problem.

Introducing the Lifebuoy Diagnosticker: a reusable printed thermometer designed into Lifebuoys packaging, giving Indonesians immediate access to doctors, with every life boy pack.

We redesigned our soap pack using the thermos-sensitive ink, transforming it into a reusable, stick on thermometer- letting anyone accurately read the early signs of a child's fever.

Leveraging Lifebuoy’s national partnership with Telehealth provider Halodoc, users can scan the QR code on the pack’s thermometer to video call a doctor for a free consultation and valid prescriptions.

Now across Indonesia, anyone can be there for children when fever strikes and have a doctor at hand.

Target audience

• Caregivers – especially fathers, grandparents and older siblings who have been entrusted with the health and care of these ‘motherless’ children while their mothers are away.
• People who want to support children’s health but may not have the skill or access to do so well.
• Remote village inhabitants – those with reduced access to healthcare support.

Approach

• Put the solution directly into our target audience’s hand, with a product they use every day.
• Provide a simple, free, effective way to accurately read the early signs of a child’s fever with links to access a doctor anytime, from anywhere.
• Distribute amongst places that need it the most.

Pack design

The addition of the thermosensitive, accurate, reusable thermometer to the Lifebuoy pack was the first step.

Community outreach program

In collaboration with Halodoc (telehealth partner) and Bandung Health Polytechnic (NGO), we distributed Lifebuoy Diagnosticker to 12 village communities in West Java.

We educated over 15,000 Indonesians on how to use the thermometer and call for a doctor immediately when a child has high fever.

We provided access to free doctor consultations, ensuring vital healthcare reaches those in need.

Local and regional media launch

We strategically planned a nationwide media launch targeting Indonesia's news, health, and parenting sectors, extending our reach across APAC.

This resulted in +177 media mentions, resonated with an audience of 335.8 million and amplified awareness on the importance of early fever detection and timely medical care. Through targeted media dissemination, we showed the critical need for accessible healthcare solutions and improved public health outcomes.

Results

Lifebuoy Diagnosticker allowed us to develop lasting consumer relationships and grow into a trusted partner.

• 50,000 packs distributed across Indonesia.
• 200,000 people in villages situated in Sukjadi and Cibiru, West Java, engaged in the community outreach program
• 300,000 free doctor consultations taken to date, provided by Halodoc
• 12.5x word-of-mouth impact
• +2.5 million lives transformed in West Java, Indonesia
• +177 media mentions across Indonesia & Asia Pacific with a total of USD210K PR value
• +335.8 million reach

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