Returning to school when the Covid-19 situation was still unpredictable, accompanied by a series of seasonal diseases such as hand-foot-mouth disease, monkeypox, diarrhea… Parents can't help but worry that how to protect the children safely go to school when there are so many threatening bacteria around. At the same time, many families in remote areas have been losing their financial stability to support their kids back to school with reported percentage in Rural hitting 32%. It's no longer a question of "Safely Back to School" but truly "Able to be back to school". Lifebuoy wanted to enable post pandemic recovery by lending a helping hand, continuing raising awareness for practicing proper hygiene habits for children during back-to-school season, but also by helping those who were suffering financially to be “able to back to school”.

"Lifebuoy for 10.000 kids going back to school" campaign has been raised with the mission to assist 10.000 families financially and hygiene-product-wise to that their kids can “safely go back to school”. Lifebuoy also supports 1 year of tuition for poor students in across many provinces as a gift of encouragement and motivation for them to move forward, conquering knowledge to change the lives of themselves and their families. In parallel with Lifebuoy accompanying up to 10,000 children to safely go to school, Lifebuoy has also released the song "Lifebuoy Hygiene Superheroes!" for all Vietnamese children. The brand has also exclusively partnered with the Ministry of Education & Training (MOET) to provide hygiene products and played the handwashing jingle as a "national" song played on the speaker during school-break and lunch time, to effectively remind the children to wash their hands before eating and after using the toilet. Lifebuoy has really “painted the town red” during this back-to-school season, especially when the brand hijacked the Opening Ceremony of the new academic year with "handwashing flashmob" to teach children on proper hygiene habits. This has attracted huge attention from the press media to broadcast the “handwashing flashmob dance” on national TV news. The attractive dance also become viral on TikTok. For each video dance posted by the user, 10,000 Vietnam Dong is contributed directly to the fund to support 10,000 children safely go to school.

Lifebuoy onboard 100+ schools nationwide into our movement providing them with the hygiene products to secure a safe learning space for our students. Also, Lifebuoy has hijacked the Opening Ceremony of the new academic year across the country with the attractive jingle and "handwashing dance" to teach children on proper hygiene habits. - We then proceed to identify the students whose families are financially struggled and might not be able to go back to school. Lifebuoy together with the support from our Ministry of Educational partnership will provide the family with school fee relief and necessities for the new year. - At our sales front, we partnered with BigC - Vietnam biggest Hypermarket and Lazada - Vietnamese biggest eMarketplace site to call for support from our consumers - for every Lifebuoy purchase, 10.000 VNĐ is immediately donated for our movement. - 10,000 gifts (including full Lifebuoy hygiene products, school supplies, new uniforms and the cost of buying new textbooks). Along with that is the Lifebuoy brand supporting 1 year of tuition for 300 students with difficult families in these provinces and cities as a gift of encouragement and motivation for them to move forward, conquering knowledge to change the lives of themselves and their families.

- Over 10.000 school fee relieves have been actualized with more the participations of more than hundreds of thousands of consumers and 100+ schools. - Lifebuoy sales nationwide picks up at 17% versus a high-during-covid rate of 2021. Share of Lifebuoy handwashing liquid hits the all-time high 86%. - Lifebuoy has rising as top #1 Hygiene buzz-generated content during Back2School season and put the brand on more than 200+ news articles and national TV programs, generated more than 5 billion Vietnam Dong in media value. - But more importantly, more than 10.000 Vietnamese kids are able to go back to school safely and continuing their education dreams. And that would be Lifebuoy's biggest win this Back2School season.