MIRROR

TitleMIRROR
BrandPROCTER & GAMBLE
Product / ServiceGLOBAL HANDWASHING DAY
CategoryB03. Corporate Reputation
EntrantCAMPAIGNS & GREY Makati City, THE PHILIPPINES
Entrant Company:CAMPAIGNS & GREY Makati City, THE PHILIPPINES
PR/Advertising Agency:CAMPAIGNS & GREY Makati City, THE PHILIPPINES

Credits

Name Company Position
Ompong Remigio Campaigns & Grey Chief Creative Officer
Ompong Remigio Campaigns & Grey Creative Director
Ompong Remigio Campaigns & Grey Copywriter
Bunny Vivero, Tasha Bautista, Chack Pili Campaigns & Grey Art Directors
Romina Nanagas, Jane Villa Campaigns & Grey Account Managers
Mario Cornejo Filmex Director
Jun Garra FIlmex Producer
Raymund Red Filmex DOP
Lex Picana Filmex Editor
Musse Cruz Filmex Colorist
Bobby Jay Mendiola Filmex Online Artist

The Campaign

Global Handwashing Day is a worldwide campaign established three years ago by World Bank, UNICEF, P&G and other partners to prevent diarrheal related deaths and diseases in children ages five and below. Celebrated every October 15, the campaign started with over 120M children in 70 countries. In the Philippines, 10,000 people die yearly from diarrhea. 50% mortality rates register for children even before they reach their 5th birthday. The theme of Global Handwashing Day 2010 is More than a Day, aiming to impart the message that frequent handwashing with soap should become part of everyone’s daily routine, particularly before eating and after using the toilet. With this in mind, a limerick that incorporates the key messages of Global Handwashing Day was created. Performed with handclaps, the limerick is a fun mnemonic and teaching tool in the form of a game. In tandem with this, a film-demo (Project Mirror) was produced, shown in cinemas and posted on the GHD website/Facebook for the rest of the world to learn the handclap game and help spread the message of Global Handwashing Day. Results exceeded targets (students engaging in handwashing sessions in class) by 5% and handwashing education in schools were institutionalised.

The Brief

The campaign aims to target the public, particularly young children and their parents, on the importance of handwashing with soap especially during the mentioned critical moments. Access to hygiene facilities in schools is one of the barriers to making handwashing education a success. Together with P&G, the Essential Health Care Package (EHCP) has been implemented in ten pilot provinces in the country, with the goal of institutionalising handwashing education in schools nationwide. The EHCP is a program that tracks daily the hygiene habits of school children - providing them with access to clean water and soap in schools.

Results

As a result, institutionalisation of handwashing education in schools through the Essential Health Care Package program was created, with implementation starting 2010. This ensured that Global Handwashing Day will be observed not just for one day in the year, but every day. In Year 1, the targeted 3,116 schools began integrating daily group handwashing sessions with soap in their class schedules. Based on actual enrolment for SY 2010-2011, this means about 1,050,591 pre-school and elementary pupils are benefiting from the EHCP program. This number exceeds the original target of 1,002,669 students by 5%.

Execution

The following strategies were employed: • P&G mounted a press conference with UNICEF to kick-start Global Handwashing Day, in the Children's Museum, with ceremonial handprinting, symbolizing the partners’ campaign commitment. • Conducted roadshows to elicit support from more partners (16 partners) which included: Philippine National Red Cross, Philippine Association of Medical Technologists, LGUs, schools, Philippine General Hospital, etc. • Tippy-taps (portable sinks) were established in schools as part of the EHCP program. • A main event (October 15) was organized and attended by all partners / 300 school children. • Successfully lobbied with the Philippine Senate, institutionalizing national government's support. • Key Message Banners were placed along the length of the longest artery connecting Metro Manila. • Produced a film-video to create a fun and memorable teaching tool in the form of a game, that is appealing to young children and encourages them to wash their hands with soap.

The Situation

Globally, the observed rates of hand washing with soap at critical moments (before preparing food, before eating, after going to the bathroom), range from 0 to 34%. Raising awareness on the importance of handwashing with soap is crucial as this habit is the most effective and inexpensive way to prevent diarrheal diseases and pneumonia. Since young children are the most vulnerable, UNICEF (Philippine lead organization for Global Handwashing Day) and P&G Safeguard (Philippine official soap partner for Global Handwashing Day), have partnered to mount the main event every year to teach young children the importance of handwashing with soap.

The Strategy

With the utmost concern of raising awareness on proper handwashing among the public, it was critical to engage the national government to participate and support the campaign in a sustainable and long-term manner. Public schools were tapped to implement the EHCP, covering access to hygiene facilities in schools and pushing for the proper handwashing with soap habit. The Global Handwashing Day event was celebrated in a chosen school, with activities ranging from presentations showcasing the importance of proper handwashing to handprint activities and games for the students and parents. The thrust was on early encouragement, starting them young on the habit of proper handwashing with soap and eventually be the influencers in their family to imbibe the habit.