Gold Spike

Case Film

Presentation Board

Product / ServiceSAFEGUARD SOAP
CategoryA04. Best Use of Ambient Media: Small Scale
Entrant Company SAATCHI & SAATCHI Singapore, SINGAPORE
Advertising Agency SAATCHI & SAATCHI Singapore, SINGAPORE


Name Company Position
Siti Muttalib Saatchi/Saatchi Project Manager
Lolita Ham Saatchi/Saatchi Regional Tv Producer
Terry Ong Saatchi/Saatchi Senior Production Manager
Getty Images Getty Images Photography
Massimo Bettarelli Director Of Photography
Vittorio Badini Confalonieri Director
Ruth Barcelona Saatchi/Saatchi Account Manager
Celevel Ranoco Butler Saatchi/Saatchi General Manager
Ann Jingco Saatchi/Saatchi Regional Account Director
Neel Chaurasia Saatchi/Saatchi Global Equity Director - Safeguard
Pei Pei Ng Saatchi/Saatchi Art Director
Ruth Ibbotson Saatchi/Saatchi Art Director
Paolo Agulto Saatchi/Saatchi Copywriter
Mariuze Jino Argamosa Moreto Saatchi/Saatchi Copywriter
Jennie Morris Saatchi/Saatchi Copywriter
Cinzia Crociani Saatchi/Saatchi Art Director
Jennie Morris Saatchi/Saatchi Creative Director
Bruce Matchett Saatchi/Saatchi Executive Creative Director

Results and Effectiveness

The stamp was a hit. Teachers and kids made it a part of their daily routine. The kids were more than happy to get stamped and wash their hands. They loved it so much that they stamped the germs on each other. But what's amazing is that after just one month, regular handwashing in schools increased by 71%. Teachers also reported that sick days fell by almost half. This turned Safeguard into a champion in the fight against hand-borne illnesses. The client was so happy with the result that they are now bringing it to China, Pakistan, and Mexico.

Creative Execution

We created germs kids could see and put them on something kids love: a stamp. We gave the stamps to teachers, and they stamped their students everyday. To remove the stamp, students had to handwash with Safeguard for 30 seconds – the same time it takes to kill 99.9% of germs. Because kids can now see the germs, they were more than happy to wash it away. The stamps also made handwashing more fun, making a usually boring activity more enticing. This helped make handwashing a daily habit for kids.

Insights, Strategy and the Idea

Every year, thousands of children in the Philippines fall victim to hand-borne illnesses. The simple act of handwashing with an antibacterial soap kills 99.9% of the germs that cause these illnesses. The problem? Kids don't wash their hands because they don't see the germs. If we want to make kids wash their hands regularly, we need to find a way to solve this problem.