|Product / Service||TOILET SOAP|
|Category||A01. Use of promotional stunts/live advertising/live shows/concerts & festivals|
|Entrant||GEOMETRY GLOBAL Mumbai, INDIA|
|Entrant Company||GEOMETRY GLOBAL Mumbai, INDIA|
|Advertising Agency||GEOMETRY GLOBAL Mumbai, INDIA|
|Abhijit Awasthi||Ogilvy/Mather India||National Creative Director|
|Rajiv Rao||Ogilvy/Mather India||National Creative Director|
|Daniel Comar||Geometry Global||Regional Executive Creative Director (Asia Pacific)|
|Rahul Saigal||Geometry Global||President|
|Vipul Salvi||Geometry Global||National Creative Director|
|Shripad Paturkar||Geometry Global||Creative Controller|
|Vivek Paranjpe||Geometry Global||Creative Controller|
|Tarun Gupta||Geometry Global||Sr. Account Executive|
|Ratika Yeshwante||Geometry Global||Account Executive|
|Sandeep Poojary||Geometry Global||AGM (Production)|
|Vishal Mangalorkar||Milestone Films||Director|
|Ajay Vasu||Milestone Films||Executive Producers|
|Farid Khan||Milestone Films||Executive Producers|
|Pria Mundra||Milestone Films||Producer|
|Mitesh Mirchandani||Director Of Photography|
|Neelesh Jain||Ogilvy&Mather India||Lyricist|
|Tapas Relia||Music Director|
Every 2 minutes, a child dies of diarrhoea in India. The simple act of handwashing with soap at critical occasions can prevent this (one of the most critical being, before eating meals). Lifebuoy wanted to reach out to rural students, where hygiene habits are poor, and encourage them to wash their hands with soap before the mid-day meal. In rural schools, handpumps are the only way to draw water. Children don't like the hard work involved. Objectives: a) Minimize efforts needed to draw the water so that children use handpumps. b) Encourage & engage children to wash hands using soap.
In a bid to solve the issue at hand and communicate to the target group, we decided to use the language that they understand the best: The language of PLAY. The idea was simple: Turn the hand pump area into a playground. Given how a hand pump works, we realized that it closely resembles the working of a rocking horse – one of the first toys that a kid is introduced to! We decided to adapt a rocking horse and mount it on these hard-to-use hand pumps thereby making them easy and fun to operate.
Revisiting the objectives: a) Minimize efforts needed to draw the water so that children use handpumps. b) Encourage & engage children to wash hands using soap. Results: a) 1500 forgotten hand pumps in rural schools were brought to life with rocking horses. To help build the habit of handwashing a month’s supply of soap was supplied for free. b) School authorities and parents alike appreciated the idea, as children became self-motivated to wash their hands with soap and daily reminders were no longer necessary. c) All this within a minimal budget of just USD 19,000 (INR 11,40,000).
The hand pumps are manually operated and are tough to use. This itself was a key deterrence for the kids to use them. The idea drew inspiration from the fact that children respond to games and by gamifying the experience, we were able to connect with them. By removing the key obstacle and ensuring soap availability, the brand was able to make itself both relevant and accessible.