Save A Child A Minute initiative of Reckitt Benckiser and Plan international Pakistan

Wednesday, December 09, 2015 Sparkling Palette Blog 3 Comments

Reckitt Benckiser (RB), manufacturers of Dettol, and Plan International Pakistan, a developmental sector organization, have collaborated to design and test a new approach to reduce the incidence of diarrhoea amongst under-five children by improving the health, hygiene and sanitation conditions. 

Alarmingly, diarrhoea is the second leading cause of deaths among under-five children. It kills 53,000 children annually, in Pakistan (PDHS 2013). Research also suggests that children who suffer two to three diarrhoeal episodes and survive diarrhoea in the initial two years of their life are vulnerable to malnutrition.

The situation is worst than it can be imagined, there are rural areas where there is no proper know-how of sanitation, even washing hands are not a habit. The project will cause awareness about importance of cleanliness in daily life behaviours so this preventable, yet, deadly disease can be cured. Each year diarrhoea kills around 53000 children under five, source. Seven small steps can save the children dying from diarrhoea: 

Low-osmolality ORS and zinc, rota virus vaccine, exclusive breast feeding, vitamin A supplementation, hand washing with soap at critical times, stop open defecation,household water treatment and safe storage.

Mothers are the main focus of the awareness campaign as the play a key role in upbringing and behavior development of a child. They are guided about the causes of this disease, the prevention through a clean lifestyle, promoting healthy habits like drinking clean water, washing hands and use of proper toilets in their households. They are empowered by giving them opportunities, all planned by RB and Plan int. Thus it is called "Maa Key Hath".

Rashid Javed, Country Director Plan International Pakistan started the discussion and stated:

“Based on our experience of Sanitation Marketing we are now moving forward to test a new model of women entrepreneurship. The model is based on helping communities to adopt improved hygiene behaviours and sustaining them through a sustainable supply chain. Establishing a system of supply and demand and linking it with women entrepreneur/Women hygienist is an idea which will ultimately help these women to earn their livelihood while helping their communities to promote health by adopting improved behaviours for water, sanitation and hygiene.”

Shahzeb Mehmood, CEO RB Pakistan highlighted the key points of the project, during his speech he stated: 

“RB has always aimed to provide healthier homes and happier lives through trusted brands such as Dettol, Mortein, Harpic and many more. This global initiative simultaneously being run in Pakistan, Nigeria and India seeks to eradicate diarrhoea and improve general health and hygiene of the low-income consumers byhabit change. Through global research and technology, RB designed a low-cost antibacterial soap under the Dettol brand, a complete new formulation specifically for this purpose. The aim is to interactively educate consumers about health and hygiene, provide them with affordable health and sanitary solutions (by RB and other private companies such as Shan Foods, Searle, Peak Freans and Santex) and in the process empower local women who will sell these products door-to-door.”

Haider Shaikh, presented  the working plan of the project. He pointed out how the work has been started in a village Dhori, where the sanitation is considered a luxury for privileged people. The project base on 3 pillars:

MNA Phyllis Azeem, was the chief guest at the launch event of the campaign, during her speech she assured government's support for the cause and stated:

“This is a brilliant and innovative initiative towards eradicating diarrhoea and a stepping stone for public-private partnerships to improve health conditions and empower local communities. The best part is that it is in line with the government vision project 2025. Currently the government is collaborating for the pilot, it can further look into jointly up-scaling the campaign at a national level.”

Mr. Irfan Yousaf Shami, Country manager of Plan International Pakistan, concluded the Day with his words about the project and how it will surely bring change in the lives of people of Pakistan.

For the next 6 months, in the pilot phase of the campaign, RB and Plan will cover 600 households in Dhori, a village in Sargodha. Based on the observations from this pilot, “Save a Child a Minute” will then be scaled up nationally by RB and Plan in close coordination with the federal and provincial government to support the Government’s Vision 2025 project.

About Reckitt Benckiser:

RB is the world’s leading consumer health and hygiene company with operations in over 60 countries.With a purpose of delivering innovative solutions for healthier lives and happier homes. Today it is the global No. 1 or No. 2 in the majority of its fast-growing categories, driven exceptional innovation. Its health, hygiene and home portfolio is led by global Powerbrands including Dettol, Mortein, Harpic, Veet, Gaviscon and many more. RB is set to redefine the world of consumer health and hygiene with exceptional employees committing to highest quality standards. 

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