The Brief

On October 15th the Global Handwashing Day, to teach proper practice of handwashing to children, we set a vending machine that offers "handwashing" before offering any goods. The vending machine taught children how to wash their hands properly with a song; to wash the 6 key washing points and to practice handwashing by using more than 20 seconds.

Describe how the promotion developed from concept to implementation

To teach proper practice of handwashing to children, we designed vendingmachine closely: the angle of sink easy to catch hands, how the man inside can entertain children, making original handwashing-song etc. We tried to let various media and people know this promotion and hygiene problems in the world.

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

The participated children learned the proper handwashing and taught it to their family after they came back to their home. The handwashing vending machine was introduced by various communication channels and became a trigger to promote the importance of handwashing as well as to let people know about hygiene and sanitation issues in developing countries.

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

Although Japan is known for its "cleanness" or "the most sanitary nation", people have been suffering from infectious diseases such as flu, cold, or gastrointestinal infections. One of the reasons of the epidemic is lack of proper handwashing with soap. And this is because handwashing is so boring to children. That's why we showed them how to enjoy handwashing.