"How can you raise your kids being a single mom?" - "2 dads, having a kids? Are you kidding me?" - "Your son will be gay just like you?" "How can you call that a family?" "Family" is the most beautiful word this world can offer. And yet, the effort of building a family of many Vietnamese is being joked about, laughed at or even criticized? In 6 months of 2022 alone, more than 875.000 negative discussions have been recorded targeting single moms, same-sex parents, even parents with physical disability. With Lifebuoy, love is like safety, not discriminating against anyone. As a brand that diligently pursues the mission of spreading the message of a safe and equal society for all families, how can Lifebuoy deliver a truly inspirational story of "equal love for all", but at the same time clearly imprinting its mission to protect the health of millions of Vietnamese?

From Lifebuoy's germ removal superiority, we decided to upgrade to "discrimination removal superiority", in tackling those 875.000 negative discussions and completely change the meaning of it. “ “Family is like safety, born from love, not from prejudice” is hence born. Lifebuoy decided to track down all the negative keywords/ searches/ discussions on the topics “Single Dad/Mother”; “Same-Sex parents”; “Parents with disability”, and exactly deleted one word from the critical comments, to turn their total meaning into a positive statement right the platform where those negative comments are found. "Same-sex couples can not raise a straight kid" --> "Same sex couples can raise a straight kid". - "Single mom? How can raise a kid well" --> "Single mom can raise a kid well". And many more

Lifebuoy released the short film “Safe for All” Season 2 that explores the deeper aspects of equality from the perspective of “Family”, bringing a realistic picture of “diversified family” – disabled families, gay couples, single mother and their concerns about the safety of their families and the future of their children in the face of harsh society. But after all, whether heterosexual or gay, single, disabled, sincere love will erase all discrimination and bring simple happiness. This short film reached many hearts, received positive comment in the community. Along with that, thousands of interactions and sharing on social networks through famous of KOLs (Dong Nhi, Pham Quynh Anh, Huynh Lap, Ngo Kien Huy, Jun Pham, Lieu Ha Trinh, Trang Ha) Besides, Lifebuoy accompanied the Podcast show Vietcetera with guest An Nguy, host Thuy Minh in “Have a Sip” with the theme "Children born in discrimination" to tell the story of the guest's small family. Bringing “Have A Sip” daily sharing about the family life of "two mothers" and how to protect their home against discrimination, the conversation between An Nguy and host Thuy Minh attracted positive support from the audience and thousands of meaningful comments from the audience. Besides, Lifebuoy applied Social Listening & Programmatic Display to get the most insight into the community's concerns in the topic of "Family. In conjunction with Buzzmetrics, Social Listening Tool was used to measure daily discussions during Pride Month & Vietnam Family Month about negative, positive comments, opinions about different family groups. Since then, Lifebuoy has created Creative Assets that turn negative words into positive words of encouragement by crossing out discrimination phrases, as a "Discrimination Tracker" + "Same sex couple cannot raise a straight kid" --> "Same sex couple can raise a straight kid". + "Single mom? How can raise a kid well" --> "Single mom can raise a kid well". + And many more. At the same time, Lifebuoy also cooperated with Adtima to run Programmatic Display solution to identify articles with topic keywords related to discrimination in the family, then display personalized messages, erase discrimination in 3 representative family groups: families with disabilities, single mother families and same-sex couples. In addition to conveying positive messages, Lifebuoy also cleverly integrates products to accompany the campaign when introducing Lifebuoy limited edition #Safety4All hand gel on Ecommerce and has also been positively received by the community

Lifebuoy's "Safety for all" campaign has received very positive support from the community, including many influential figures in the LGBTIQ+ community, the disabled community, and families with disabilities, single parents, or many other families that are considered “normative”. In Pride month alone, we witnessed a 87% reduction of negative comments on this topic. Followed up by the incremental 342% of positive comments regarding the campaign. 85% earned media with 121 organic articles. We then launched our limited Pride jacket that has been highlighted in these clips and IT HAS SOLD OUT 5.000 of it in the 1st 4 days. And another 2.000 of it in the next day. Lifebuoy ranked #1 Hygiene across all sales platform with Brand Sentiment Score achieved fully 1.0. And Family, just like safety, is born out of love, not discrimination.