Through this campaign, Lifebuoy will give away cash prizes to the consumers and an equal amount being contributed from HLL to WHO recommended ORS campaign that helps children fight diarrhea. Actor turned politician Smriti Irani will actively lend support to the campaign.

Select wrappers of Lifebuoy will have printed inside them amounts of money in denominations of Rs 50, Rs 500, Rs 5000 or Rs 100,000. On sending the wrapper the consumer will receive the amount printed under the wrapper. Simultaneously, Lifebuoy will contribute an equivalent amount to the WHO (World Health Organisation) recommended ORS campaign. The company expects to contribute approximately Rs 5 million through this campaign, which will run up to the end of August 2005.

Irani, on the other hand said, "Being a mother, I feel for the life of young children. Hence, I implore every mother to participate with me in Lifebuoy’s 'Save the Children' campaign to better the lives of those children beyond our reach. I would also urge every mother to encourage her family to practice basic hygiene habits like washing hands with soap to prevent diarrhea."