Unilever’s Lifebuoy has launched the creation of a Think Tank - an advisory committee to create a 'Betterverse' - a Metaverse for social betterment. The advisory consists of Triveni Rajagopal, personal care digital transformation lead, Unilever; Linda McBain, chief digital officer, Save the Children, an established partner for Lifebuoy; David Kwok, CEO of Tiny Island, based in Singapore; and Chia Hock Lai co-founder, Global Fintech Institute, Co-Chairman, Blockchain Association Singapore, Former & Founding President, Singapore Fintech Association.
The Think Tank's first role will help Lifebuoy navigate the commercial opportunities in new tech platforms. According to the company, the creation of the committee comes as nearly US$41 billion worth of crypto was spent on the NFT marketplaces globally in 2021, according to blockchain analytics firm Chainalysis. With an increased interest in this space, Lifebuoy intends to use this power and interest for good and further scale its mission of improving handwashing habits for all by harnessing new technological power.
Rajagopal said, "We want to separate the signals from the noise around NFT, crypto and Web 3.0. We can only do this by working with experts in this field, who can ensure Lifebuoy's social mission of improving handwashing behaviours of people around the world will generate significant support.”
She added that Lifebuoy recognises the opportunity in this new digital meta world, and is eager to create a Betterverse – a place where we can ensure good exists. Meanwhile, Rajagopal took on her role only recently, and previously helmed the role of global digital director for skin cleansing and oral care. She currently oversees Lifebuoy, Lux and Pears in skin cleansing and Pepsodent in oral care. She has over 18 years of global experience in technology, advertising, and purpose-driven marketing industries.
She brings her digital expertise, leadership, and passion for creating and building digital capabilities to her brands in her current role. According to Unilever, Rajagopal is the go-to person for accelerating team growth and vision, and she has created and developed multiple culturally diverse and geographically dispersed teams.
Currently, Lifebuoy works with Save the Children on “H for Handwashing” – a campaign that aims to engrain the importance of handwashing amongst children from an early age and accelerate handwashing behaviour. Last year the H of Handwashing campaign reached over 12 million people with content developed by Lifebuoy and its partners.
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