Myriam Sidibe

And the iconic bar of soap, Red, Lifebuoy, was in the market leaders.

So what was the problem?

the technology was there.

Obviously, the challenge was behavior change at scale, because soap on shelves doesn't save lives.

Behavior change does.

So we reimagined our business model around three things.

We committed for the long haul, because behavior change takes time, trust and trial.

Two,

We put the impact need at the core of our business model.

Lifebuoy's mission became Help a Child Reach Five, and that single focus enabled us to think about product innovation, marketing and market expansion very differently.

Three, we embraced radical collaborations, collaborations with government, foundations, NGOs, even our competitors.

We didn't just attract partners.

We built believers.

And you know what happened?

We co-created the largest hygiene program in the world.

We changed the behavior of one billion people.

Let me repeat that.

One billion people.

That's the equivalent of one in seven people.

And Lifebuoy did become a one-billion-dollar brand, proof that what's good for society can be great for business.