Lifebuoy, a brand of soap owned by Unilever, has launched a new hygiene campaign called “Gift of the Ganga” in the metaverse to promote hygiene awareness and education among young people in India. The campaign aims to leverage the power of virtual reality to create an immersive experience that educates and inspires young people to adopt good hygiene practises in their daily lives.
Promote handwashing and good hygiene practice’s among people
The campaign aims to create awareness about the importance of maintaining personal hygiene and keeping oneself and others safe from germs and diseases. Used for personal hygiene and is owned by Hindustan Unilever Limited, has started a virtual hygiene campaign in the metaverse called “Gift of the Ganga” in response to the increasing need for good hygiene in a world that is plagued by environmental degradation and pollution. In order to build handwashing stations in underserved schools, the brand hopes to collect plastic waste from the massive river that has been re-created in the metaverse.
The Ganga Initiative
A Gift A special Minecraft build called The Gift of the Ganga invites players from around the globe to help clean up the virtual Ganga river of plastic pollution. The project aims to transform germ-breeding pollution into germ protection that benefits everyone. Lifebuoy has promised to remove an equivalent and/or greater amount of plastic trash from the real Ganga river. In exchange for the plastic trash gathered in the virtual river. To do this, the company has teamed up with Swayambhu, a social enterprise. The Namami Gange Program of the Central Government to launch plastic waste collection and upcycling initiatives. In one of the river’s most severely affected sections, the Haridwar bend. For the purpose of upcycling, the collected plastic will go through a segregation process. That involves identifying, categorizing, dividing, and sorting. Lifebuoy also encourages physical participation from people from all walks of life. To take part in the actual clean-up drive on the ground and volunteer in order to raise awareness.
The Hygiene Commitment of Lifebuoy
The global brand director for Unilever, Parnil Sarin, claims that “pollutants of all kinds are breeding grounds for disease-causing germs. This causes numerous preventable illnesses in children, especially when combined with a daily lack of practising hand hygiene at the appropriate times. Lifebuoy has always believed in doing more. Than just spreading the word about the value of soap and good hand hygiene. The brand remains dedicated to developing and introducing platforms to further amplify and engage people at scale every year. “We are inviting people from all walks of life to support us in our effort to prevent illness,” Sarin continues. The Minecraft campaign is an excellent illustration of how we use technology to spread awareness of the value of hygiene online.
Engagement and Effect
Gamers from ten different countries have joined in on “Gift of the Ganga” in the less than five days since its release. This includes well-known influencers and gamers. Who have collected nearly 12 tonnes of plastic waste, or roughly 6 lakh 1.5-litre PET plastic bottles. From the Ganga, and raised awareness about it. More gamers are encouraged to participate in the collection effort by Lifebuoy. Because the more waste that is collected, the more handwashing stations the company can build. To benefit thousands of kids in underserved schools in the area and abroad.
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Environmental degradation and poor hygiene practice’s are two major issues. That Lifebuoy’s Gift of the Ganga initiative seeks to simultaneously address. The company is able to involve people from all walks of life in the shared objective of making the world a healthier and better place to live by utilizing technology. The brand is able to collect plastic waste from the virtual world through this initiative. In return, helps clean up the real river, which provides millions of people with their daily needs. Lifebuoy is also able to have a significant impact on the lives of thousands of children. Who will benefit from improved hygiene practice’s by installing handwashing stations in under-resourced schools.
