Lifebuoy Promotes Clean and Healthy Living (PHBS) Through The Movie 'Tanah Air Beta'

In an effort to promote clean and healthy living (PHBS) for Indonesian families, Lifebuoy is to socialize the concept through a movie by promoting health messages closely related to PHBS in the Tanabe movie produced by Alenia Pictures. The film will start showing on June 17, 2010 simultaneously in theaters across the country.

Lifebuoy together with film producer Alenia Pictures announced an official launch of ‘Tanah Air Beta’ containing PHBS messages in a press conference on Monday June 14 in Jakarta. Present as speakers in the conference were Erwin Cahaya Adi, Senior Brand Manager Lifebuoy, Ari Sihasale and Nia Zulkarnaen, producers of Alenia Pictures, and the child stars of Tanabe, Yehuda Rumbindi and Griffit Patricia.

Erwin Cahaya Adi said Lifebuoy continuously and consistently promotes PHBS through various programs by using media communications to reach the public to realize a healthier Indonesia. “Now, Lifebuoy promotes PHBS through a movie as a medium presenting living audio and visual images that will be effective in delivering PHBS messages,” Erwin said.

The film tells the story of a family separated due to the secession of Timor Leste from Indonesia. The pictures were taken directly from East Nusa Tenggara (NTT), Indonesia. In the film, Lifebuoy gives health messages which are related to PHBS, such as washing hand using soap (CTPS) in scenes in Tanabe.

PHBS messages included in Tanabe include Lifebuoy Five Times a Day, using Lifebuoy soap in five important occasions: bath, washing hand before breakfast, washing hand before lunch, washing hand before dinner and washing after going to the toilet.

Ari Sihasale said through the film we can open perspectives, explained and described easily through art. “I will set the film for children who will replace the old generation So, the old generations are not necessarily changed, but the children are,” Sihasale who is also a producer and player in the film said.

According to Erwin Cahaya Adi, Lifebuoy works together with Alenia through Tanabe to target families especially children. “In addition, the film contains positive values such as patriotism, brotherhood, tolerance among ethnics and religion and an example of healthy living such as hand washing using soap,” he said.

Ari Sihasale added that he agreed to work together with Lifebuoy in Tanabe as it has the same vision and mission to educate the young generation through a media of film. “There are similarities in vision and mission prompting us to work together to present Tanabe to the beloved Indonesian people, especially children and mothers,” he said.

Lifebuoy also called on people to be involved concretely in supporting the PHBS campaign. Every ticket purchase of Tanabe film, Lifebuoy will set aside Rp 100 to support the PHBS campaign. The collected donation will be used to resume the program of Posyandu revitalization in NTT.

In the donation, Lifebuoy works together with the Central and Regional Family Empowerment and Welfare Activating Team (TP PKK) to extend wider reach on health message spreads.

Hj. Vita Gamawan Fauzi as the Chairwoman of Central TP PKK said in a written statement that she gives full support to efforts to educate and promote PHBS through Tanabe. PHBS messages will be delivered to the audience with fun and creativity, helping the mother and audience understand the health message more easily so that eventually it is expected to support efforts in realizing a healthier Indonesia.

Lifebuoy chooses NTT as it is one of Indonesia’s provinces that has a high five year old baby (toddler)’s mortality rate. Lifebuoy donation this year is a continuation of efforts to revitalize posyandu in NTT initiated by Lifebuoy since 2009. “By giving funds aid to revitalize posyandu in NTT, Lifebuoy hopes that the tiny step we do will improve the health level and drive down the toddler's mortality rate in NTT regions,” Erwin said.

In addition, Lifebuoy will open opportunities to the Indonesian people to watch Tanabe program through an exchange program of empty packaging of Lifebuoy soap. Five (5) Lifebuoy soap packaging may be exchanged with one movie ticket in the Cinema 21 and Blitzmegaplex networks.

Through the programs, Lifebuoy hopes that PHBS such as bath and washing hand using soap will be revitalized in families and the Indonesian people. PHBS developments will help realize a healthier Indonesia.