LAHORE (PR): Unilever’s soap Lifebuoy has called for hygiene to be recognised as a key intervention to reducing child mortality, both in the last 900 days before the Millennium Development Goal deadline and in the post-2015 development agenda. The initiative is part of the celebrations of the 6th Global Handwashing Day (GHD) – a day co-founded by Unilever’s health soap brand Lifebuoy to raise awareness of handwashing with soap as a simple, but lifesaving habit. This day is celebrated in over a 100 countries every year and Lifebuoy, a global Unilever brand, is leading the charge for it in most countries.

In Pakistan Lifebuoy has been working relentlessly to inculcate the habit of handwashing in children for the last 4 years. Over 1 million children across Pakistan have been influenced directly through Lifebuoy’s programme, in collaboration with ITA. Reema Khan, filmstar and Lifebuoy Brand Ambassador recently unveiled a special comic book imparting the message of handwashing with soap for visually impaired children at a unique and emotionally inspiring event in Karachi. So far Lifebuoy has changed the handwashing behaviour of 130 million people across the world.