The brand that takes care of your breath now wants you to do more with it. Halls, the quintessential lozenge for nasal congestion has launched a noble cause -‘Breathe the change’ to light up villages where there is no electricity. One can contribute by giving her breaths as this will help set up a windmill in the village. And how does one contribute their breath online, you ask. By breathing hard through your microphone on the microsite or you could also contribute by calling up the toll free 1800 number displayed on the microsite!
Breathe the Change microsite
The specially designed site loads with a background score and some messages one after the other to explain the present situation in the village. You can choose to mute the background score while you read through. The site then displays the objective of the initiative and invites you to take a deep breath.
Click ‘Next’ and allow access to your microphone. As the microphone records your breath, your contribution is tracked and added to the total breaths given. Once Halls receives 2 lakh breaths, the brand would set up the windmill. You can share about the initiative on your Facebook wall and on Twitter with the hashtag #breathethechange.
The site then pops up a window where you can name your breath by sharing your name, email and message. It also displays a gallery with videos about the initiative.
No social media presence
Apparently, Halls India does not have a social media presence either on Facebook or Twitter. I could only find the YouTube brand channel which had a set of 4 short ad films for the initiative. The super at the end displays the microsite along with the campaign message ‘do more with your breathe’.
A similar cause has been recently taken up by Garnier Men in association with Project Chirag to light up rural homes with solar electricity. The campaign ‘PowerLight A Village’ uses a mechanism of generating energy through social media interactions and on-ground activities. Every like, comment or share would contribute a predetermined unit of energy which will be added to the energy recorded by the on-ground cycle pedalling to form the actual contribution. The dedicated Facebook app and Twitter engagements have been constantly creating the buzz for the campaign.
However, Halls India has missed out on leveraging social media as it never built a community on it.
Lack of social media buzz
Despite the lack of a social media presence, ‘Breathe the Change’ has managed to create some buzz on social media. The social media sharing options on the microsite are a good addition and along with the hashtag #breathethechange, there seems to be some buzz than none at all.
But, asking for the email id is absolutely unnecessary in my view. The microsite could have easily incorporated a Facebook or Twitter login. This would have come across as more genuine and also helped in generating increased visibility for the cause. Also, when I added my voice, the message had a profile picture of some other person; I wonder from where the microsite is pulling up these profile pictures?
Besides, a CSR campaign is always looked at with suspicion, hence it would be beneficial for Halls if it just mentioned the village where the windmill will be set up.