"global handwashing day campaigns lifebuoy is conducted Facebook campaign to help achild reach their fifth birthday (Lanka Market Research Bureau, 2008).14. COMMUNICATION OBJECTIVES OF THE GLOBAL HANDWASHINGDAY CAMPAIGN IN LIFEBUOYGlobal handwashing day is a very important day for Unilever Sri Lanka. Because thereleading soap brand, Lifebuoy joins with this program in Sri Lanka. In this programmethey are aiming to promote their brand in Sri Lankan society.? Promote handwashing with Lifebuoy soap.? Promote handwashing all over the countries.? Increase people’s health. ? Increase school children’s health.? Increase in home’s soap consumption.? Increase Lifebuoy soap consumption in Sri Lanka. 24 15.INTEGRATED MARKETING COMMUNICATION TOOLS IN LIFEBUOYIn every times Lifebuoy needs to develop their brand name in the current business world.There are the new comer to the liquid hand wash market. Because of that it did not seeman intuitive choice as a brand for a premium offering, like liquid Hand wash and to takeon a dominant player.Because of the current soap market purpose they are using main three types of IMC toolsto their brand campaigns. There are,1. Advertising- Through the mass communication methods to promote about theproduct and brand.- Through television advertisements, radio advertisements, print mediaand social media advertisements.2. Interactive marketing- In the interactive marketing Lifebuoy organized a website with fullinformation about product.- Promote about the product in Facebook, twitter, YouTube and etc.- Through email services.3. Public relations- Organize CSR campaigns in island wide.- Through marketing campaigns in Supermarket premises.- Go reputed hotels and promote about Lifebuoy brand. 25 Figure 6: IMC planning process in Lifebuoy 26 "