The two CEOs
LIFEBUOY HAS celebrated Global Handwashing Day in Ghana by appointing two Handwashing Chief Education Officers (CEOs) who will spread the important message of handwashing with soap and water.
The two CEOs were announced during a celebration at the Christ the King International School in Accra after a nationwide selection process where two students, Belicia Asigri of Services Basic School and Kwame Danquah of Christ the King International School, were handpicked from dozens of children under the age of 12.
With Lifebuoy having already reached over 6 million school children across Ghana with educational material to improve handwashing behaviours, the new CEOs will be accelerating the impact through peer-to-peer learning and calling on schools to integrate hygiene into national curriculums.
In 2020, Lifebuoy launched its award-winning campaign, “H is for Handwashing”, aiming to fundamentally change the world’s handwashing habits and accelerate handwashing behaviour change for children. Through this campaign the brand’s intent was to transform the letter H in the alphabet to a symbol for Handwashing.
This year, Lifebuoy is harnessing the power of peer-to-peer learning within the context of early childhood learning.
Numerous studies have shown that children are more likely to change their behaviour when influenced by others, with one study finding 59% of students changing their behaviour after being influenced by their peers. Therefore, Lifebuoy is calling on young changemakers to take on the mantle of Handwashing CEOs to inspire and cultivate a new generation of hand hygiene ambassadors.
Osato Evbuomwan, Category Manager Skin Cleansing of Unilever Ghana said, “Lifebuoy’s purpose has always been about preventing illness by promoting good hand hygiene through handwashing with soap. This Global Handwashing Day, we are incredibly excited to recognise the fundamental role kids can play in spreading the message that H must stand for Handwashing. Through the power of peer-to-peer learning, we hope to inspire more kids to rise and change the world’s handwashing behaviours.”