In 2021, Lifebuoy successfully established the “Safety4All” campaign during Pride Month with inspiring love stories at the time of COVID-19. As of 2022, Lifebuoy continues with a new campaign targeting families which are facing discrimination from society. And with a thematic message “Family, Like Safety, Does not Discriminate”, Lifebuoy aims to be a brand that aware audiences of discrimination and create positive impacts on the community.