"Over 11,157 children from all over Bangladesh came together to create the largest human image of a hand. Lifebuoy wanted to set a mark in the history and be officially recognized by Guinness to create the necessary impact. The initiative was captured on a video and further primarily amplified across multiple online platforms. This was also during the Bangladesh Premiere League (BPL) season, a special commercial was made with top cricketers to also share the message of handwashing which was aired in high frequency on YouTube Pre Roll and Television. Special multiple variation of #high5forHandwashing was trending on social media through celebrity endorsement posts and motivational videos from cricket players. When the biggest Bangladeshi cricket star, Shakib Al Hasan, hit the 5000 run mark during the campaign period, a contextual ad was placed on social media and print with Shakib showing 5 on his hand with a congratulation message. Social media was used pervasively as major celebrities joined in the movement by sharing stories telling when they High5! We promoted the message of how a simple act of hand washing can save lives using our Brand Ambassador Shakib Al Hassan. All the videos were optimized fully for mobile so that we could gain maximum visibility.
To gain more High5s through the digital platform, we used Facebook: Where users could screenshot a GIF giving a high5 & comment to give a High5 Instagram: Where one double tap was counted as a High5 GDN ads: Where each click counted as a High5 reading “Click to High5 Shakib” We even did an interactive activation using a Tablet and Giant LED Vans where school kids and mall goers could virtually High5 Shakib. And for the first time in Bangladesh, we organized an interactive quiz using Press & Hold on Facebook. We also gave away Jerseys to fans who replicated our popular hand washing gesture (Communicated through previous OVCs using start players) on Facebook."