Behind Lifebuoy’s personalised AI-powered tool, designed to change handwashing habits

Unilever Power Brand Lifebuoy is the world’s No.1 germ protection soap, sold in over 50 countries, and has been working to build healthier hygiene habits worldwide since 1894.

The brand has reached more than a billion people so far, and in 2020, its H for Handwashing campaign started teaching children early in their learning journey that the letter ‘H’ in the alphabet should not only stand for Hat or Horse, but also for Handwashing.

Lifebuoy has harnessed the power of innovative approaches such as play and peer-to-peer learning to create alphabet books, board games, teaching aids and digital games – making hand hygiene an integral part of the school curriculum across markets. Now the brand is dialling up the digital element of its programme to expand its reach on an even bigger scale.

Drawing on insights that prove personalised technology can make a meaningful impact on behaviour change, Lifebuoy’s latest campaign uses artificial intelligence (AI), augmented reality (AR) and an adorable teacher.

We spoke to Lifebuoy Global Brand Lead Khim Yin Poh to find out more.

Khim, please tell us more about Lifebuoy’s AI tool

Lifebuoy’s AI-Teacher Hippo tool creates a personalised handwashing education experience for every child. Our loveable hippo teacher addresses children by name and the handwashing training builds in their favourite colours, favourite foods and tailored content depending on the child’s location.

Children are empowered to choose their own learning experience, from a handwashing song or game to a digital colouring book. And it’s all available in five different languages – English, Hindi, Bahasa Indonesian, Vietnamese and Amharic – to reach children across 11 of Lifebuoy’s key markets.^[a]

This campaign represents a milestone not only for Lifebuoy but also for Unilever as a whole. This is the first time we’ve used AI to create a personalised educational tool for children, and the first time we’ve integrated these experiences into multiple languages at this scale.

What insights helped to shape this personalised AI approach?

Numerous independent studies show that personalisation significantly boosts interest among learners, improving engagement and helping to drive behaviour change.

For example, McKinsey has recently reported a 10% improvement in desired behaviours within two to four weeks of personalisation being applied to an employee training programme.^[b]

The US National Library of Medicine has published a study where personalised features on a digital fitness tracker helped participants double their daily step count.^[c]

And a study on personalised dietary intervention showed significant improvements in dietary habits by increasing people’s consumption of vegetables and fruits by 3.22 grams per week.

We saw the potential of using AI and AR to make hygiene education both personalised and impactful on a global scale, taking our H for Handwashing campaign to the next level.

Lifebuoy worked with Microsoft and other digital partners to create AI-Teacher Hippo. What did the different partners bring to the process?

We wanted to collaborate with experts across technology, education, behaviour science and creative storytelling to bring our vision to life.

Microsoft provided the technical foundation with Azure Open Enterprise APIs, helping us generate personalised, AI-driven content in multiple languages for each child. Aircards brought their expertise in AI and AR to create real-world interactions, making hygiene education captivating for kids.

Dr Sandra Matz from Columbia Business School advised us on how personalisation can enhance learning and sustain behaviour change, while our creative agency MullenLowe helped us combine personalisation with children’s love for animals, adding a layer of engagement that resonates.

We wove it all together with Lifebuoy’s proven behaviour change model, building the tool on the pillars of awareness, commitment, reinforcement and reward to create an educational experience that’s not only fun but also grounded in scientific evidence.

How is this personalised approach to handwashing education making an impact?

Personalisation is a game-changer. One of the biggest learnings for us has been how incredibly impactful personalised educational content can be in driving behaviour change.

That was very apparent when we tested the AI-Teacher Hippo tool with children and saw an 8x improvement in their awareness of critical handwashing occasions (times at which children should wash their hands with soap, such as before eating or after going to the toilet).^[d]

We found that 28% more children used a correct handwashing technique to target areas where germs are likely to hide. And it was also great to see that 100% of children taking part in our tests expressed a desire to learn more about handwashing with soap at school after experiencing AI-Teacher Hippo.

How will this help grow Lifebuoy as a brand?

We’ve created a tool that’s not only innovative but also highly practical, cost-effective and scalable, driving real behaviour change by helping children develop healthy habits for life.

By integrating the tool into schools and communities, our goal is to make handwashing with soap a consistent part of children’s daily routines.

Lifebuoy’s core consumers are families, and parents are highly invested in their children’s health. A campaign like this reinforces Lifebuoy’s role as a trusted partner in maintaining family wellbeing and that in turn boosts brand equity. Families see Lifebuoy not just as a product but as a brand that’s making a positive difference in their lives.