Title | GOOD ENOUGH HANDWASHING AIN'T GOOD ENOUGH |
Brand | P&G |
Product / Service | SAFEGUARD |
Category | F04. Social Behaviour |
Entrant | SAATCHI & SAATCHI Singapore, SINGAPORE |
Idea Creation | SAATCHI & SAATCHI Singapore, SINGAPORE |
Media Placement | MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES |
PR | FUSE Manila, THE PHILIPPINES |
Production | SAATCHI & SAATCHI Singapore, SINGAPORE |
Production 2 | PABRIKA Makati City, THE PHILIPPINES |
Post Production | LOUDBOX STUDIOS Makati City, THE PHILIPPINES |
Post Production 2 | CIRKUS Auckland, NEW ZEALAND |
Post Production 3 | RIOT Makati City, THE PHILIPPINES |
Post Production 4 | TEAMAPP Taguig, THE PHILIPPINES |
Post Production 5 | ACID HOUSE Makati, THE PHILIPPINES |
Additional Company | PROCTER & GAMBLE SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Ajay Vikram | Publicis | Chief Creative Officer |
Sarah Ko-General | Saatchi & Saatchi | Regional Group Creative Director |
Noel Orosa | Publicis | Regional Group Creative Director |
Valerie Villaflor | Saatchi & Saatchi | Senior Art Director |
Daniel Ho | Prodigious | Executive Producer |
Alain Tan | Prodigious | Senior Producer |
Natalie Vander Vorst | Saatchi & Saatchi | EVP - Global Clients |
Prachi Partagalkar | Publicis | Business Director |
Geraldine Yap | Saatchi & Saatchi | Senior Account Director |
Henry Yorke | Saatchi & Saatchi | Senior Account Manager |
Jordan Price | Publicis | Regional Head of Planning |
Hui Chong Yong | Publicis | Senior Planner |
Doris Lee | Leo Burnett | Project Manager |
This film is the accompanying music video for Philippine’s first rapper influenzah (influencer), Fred D’ Germ's debut single - "Hugas Na Rin 'Yan", or “That’s as good as washing too!”. The 2-minute video features Fred's loud, obnoxious rap performance advocating the “benefits” of improper handwashing. Taking center stage in full hip-hop getup while rapping, Fred traverses the different universes of four character-types representing the four improper handwashing styles most prevalent among Filipinos: • Wisik Wisik Man (Mr Sprinkle Sprinkle) • Punas Punas Gang (Wipe it, Wipe-it-Gang) • Miss Hugas Bilis (Miss Fast Wash) • Mr Tissue Boy The performance culminates in a showdown when Fred is pitted against legendary Pinoy rapper Gloc-9 representing Safeguard. They trade jabs in lyrical form, with Gloc-9 delivering a ruthless rebuttal to Fred's show of bravado, emerging victorious after emphasising the importance of practicing SafeWash, the proper handwash using Safeguard.
Over 80-90% of Filipino adults were revealed to wash their hands with just water, or use alcohol sanitisers instead of handwashing, despite repeated reminders during Covid-19. Most of these improper handwashing behaviours were 100% deliberate and intentional – they didn’t arise due to water scarcity or a lack of access to soap, but due to complacency. As one Filipino respondent explained: “When it comes to washing, a lot of Filipinos grew up with a ‘pwede na’ mentality. As long as your hands are wet, that’s good enough.” Others wash as quickly as possible, or just use alcohol because they couldn’t be bothered going to the sink, or wash with only water. It’s the ‘pwede na’ or ‘that’s good enough” mentality at work. By showing things from a germ's perspective, Safeguard wanted Filipinos to realise when they don't wash their hands properly, it’s as if they didn’t wash them at all.
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