Hindustan Unilever’s hygiene soap brand, Lifebuoy has launched a virtual hygiene drive in the Metaverse titled Gift of the Ganga.
This initiative aims to turn germ-breeding pollution into germ-protection.
Through this, gamers are invited to fish out plastic pollution from the river recreated in the metaverse and in exchange, Lifebuoy will clear an equivalent and more amount from the actual river.
The on-ground activity is in partnership with Swayambhu, a social enterprise, and Central Government’s Namami Gange Programme.
The brand will roll out plastic waste collection and upcycling efforts in the Haridwar bend. This segregated plastic will then be upcycled to build hand washing stations for under-served schools. The brand has also made sure that the plastic handwashing stations can be further crushed and upcycled more than five times.
Lifebuoy is encouraging physical participation from people for the actual clean-up drive on-ground to volunteer.
Parnil Sarin, global brand director, Unilever, said, “Pollutants of all sorts are breeding grounds for illness causing germs. Combined with the lack of practising hand hygiene at the right occasions daily, this leads to multiple preventable illnesses in children. Lifebuoy has always believed in going beyond creating a discourse on the importance of soap and hand-hygiene. Year on year the brand stays committed to creating and launching platforms to further amplify and engage people at scale.”
She added, “We are inviting people from all walks of life to help us on our mission to prevent illness. The Minecraft campaign is a great example of how we are leveraging the power of technology to educate people about the importance of hygiene online, while also highlighting the importance of waste segregation and its upcycling potential on-ground. By making learning about hygiene fun, interactive and collaborative we hope to instil healthy habits that they will carry with them for the rest of their lives.”