RB’s Pilot Project promises huge breakthrough in reducing the incidence of diarrhoea

“RB’s commitment to Pakistan involves initiating and sustaining such projects that can improve health and hygiene within the country. With this project RB aims to reduce the incidence of diarrhoea, particularly among children, and prevent child deaths due to diseases such as diarrhoea


Reckitt Benckiser Pakistan (RB), manufacturer of Dettol, has announced its long-term commitment to fighting diarrhoea and improving health and hygiene practices in Pakistan during a press briefing held at Dhori village in Sargodha district. The announcement was made by Patricia O’Hayer, Global Head of External Communications and Affairs during her visit to Pakistan to evaluate the progress of the pilot project. The project is aimed at reducing the incidence of diarrhoea and improving health, hygiene and sanitation practices of the low-income households. “RB’s commitment to Pakistan involves initiating and sustaining such projects that can improve health and hygiene within the country. With this project RB aims to reduce the incidence of diarrhoea, particularly among children, and prevent child deaths due to diseases such as diarrhoea” she said. It is to be noted that diarrhea is the second leading cause of death from a preventable disease for children under 5 years of age. Pakistani children suffer from 25 million cases of diarrhea every year, with 53,300 child deaths due to diarrhea related causes annually.

Sehatmand Gharanay, Khushhal Pakistan

The campaign’s pilot, “Sehatmand Gharanay, Khushhal Pakistan”, was conducted in collaboration with Plan International, an NGO that already has several Water, Sanitation and Hygiene initiatives across Punjab and many others all over Pakistan. RB’s collaboration and implementation of the innovative behavior change model has shown accelerated results. RB has also been instrumental in making the idea sustainable and empowering women by introducing an inclusive business model. Women, referred to as hygienists, from within the local community are empowered to become messengers of health and hygiene to households within the village. They carry a basket of products which is prepared in partnership with other private companies and includes excellent quality products at highly subsidized rates. The purpose of this campaign is to improve homes and lives across Pakistan through positive behavior change and to deliver a sustainable community engagement model by empowering women to take the lead in protecting their family health.

IMG_3196 (NXPowerLite) (NXPowerLite)
Sehatmand Gharanay, Khushhal Pakistan
Sehatmand Gharanay, Khushhal Pakistan
Sehatmand Gharanay, Khushhal Pakistan

During the discussion with media, RB Pakistan’s Chief Executive, Shahzeb Mahmood, emphasized the fact that the Company’s business is directly related to improving public health and hygiene through introducing good sanitary practices in each home. He further stated, “The phrase charity begins at home applies above all to ensuring adoption of a hygienic lifestyle by all citizens. This is largely missing in low-income households.This is a leading cause of diseases such as diarrhoea which further results in high infant mortality. RB has therefore launched this campaign to bring about sustainable behaviour change through education and direct community involvement in improving health, hygiene and sanitation practices of these low-income households. We already have the government’s endorsement and look forward to the government’s continued support to have a far reaching impact across Pakistan.”

Sharing is Caring – Olpers Meherbaan


They say sharing is caring and what ,care, could be better than sharing food with underprivileged ones that too in the holy month of Ramzaan. It is an integral part of our belief system, good deeds are multiplied in Ramzaan. Olper’s Milk came up with this awesome campaign this Ramzaan with title of #OlpersMeherbaan. A CSR initiative by Olper’s aimed at community mobilization outreaching underprivileged ones.

On ground volunteer teams visited different areas, going door to door in Islamabad/Rawalpindi, Lahore and Karachi motivated people to donate food which eventually to be shared with unprivileged ones. Teams received food items from donors, put Olper’s contribution in and delivered to underprivilegedOlpe recipients in different areas of aforementioned cities.

Campaign was all about sharing food with underprivileged ones under slogan “har bejaan table ki jaan, Olpers Meherbaan” campaign started a day or two days before Ramzaan with a powerful thematic ad that kept on-air throughout the month. Parallel to advertisement on TV and OOH, digital media campaign was also run where volunteers from all walks of life participated and expressed their views about the campaign and how could everyone be part of it. Digital campaign was very well managed considering the duration and how tactfully seeders kept it alive and ensured public participation.

Olper’s through their official twitter account and Facebook page, kept updating daily activity areas, pictures anOlpers2maind even asked people to vote which areas to visit. In starting days of the activity largest city of Pakistan, Karachi was hit by heatstroke and claimed many lives, volunteers used #OlperMeherbaan hashtag on social media to coordinate with masses and arrange medicines, blood, water and other required items.

In total more than 24,000+ households were reached. This is among the largest community mobilization CSR activities where such huge number of people were reached and benefited from the activity. This indeed was need of the hour considering how many people live under the poverty line in Pakistan who couldn’t even afford food for themselves or their families. Corporate sector coming out with such positive campaigns and initiatives beyond commercial objectives is a good sign and a betterment for public at large. I wish initiatives like this keep running so that common man can also chip in and contribute to their extent.