The Brief

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.

Describe how the promotion developed from concept to implementation

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. Through the stamps, we were aiming to train kids into washing their hands more often. And more importantly, lower the cases of hand-borne illnesses.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The stamps made germs visible for the first time ever. And because kids can now see the germs, they were more than willing to wash them away. The stamps also made handwashing more fun, making a usually boring activity more enticing for kids. Furthermore, the stamps strengthened Safeguard's image as the brand that leads the fight against illness-causing germs.