Every year two million children under five die from diarrhoea, something easily preventable by the simple act of handwashing with soap. Lifebuoy’s ‘Help a child reach five’ campaign adopted the village of Thesgora, which suffers the highest incidence of diarrhoeal child deaths in India, and told the story of its children through compelling online content. The campaign empowered millions of people worldwide to help every child reach the age of five, through a collective commitment to spread and share the Lifebuoy hand-washing cause. The campaign generated 16 million YouTube views, diarrhoea incidence in Thesgora fell 74% as the handwashing rate tripled, 20 children’s lives were saved and 20 million rupees in donations were received.