Millions of children die in their first month due to poor hygiene. In this real-life experiment, an expecting mother receives a visit from Chamki, her unborn child in the future, thanking her for saving her life with a simple habit – handwashing with soap.

Every 20 seconds a child under 5 years dies due to preventable diseases like diarrhoea and pneumonia, and 44% of these deaths occur during the first 28 days of a child’s life. ‘Future Child’ is a powerful piece of content by MullenLowe Lintas Group which is the latest edition of #HelpAChildReach5, transforming long standing cultural habits to promote handwashing with soap in the most rural parts of India in order to save lives. We brought Chamki, the girl from the future, to life to explain the importance of handwashing and this life saving message has generated a cumulative view time of 56 years over just 64 days on YouTube, has been acknowledged by David Aaker as the world’s best branded social program ever, has accomplished inclusion of measurement for hygiene within the new United Nations Sustainable Development Goals (SDGs), and is now bringing handwashing education to 45 million people through a partnership with the Children’s Investment Fund Foundation (CIFF).