GOOD ENOUGH HANDWASHING AIN'T GOOD ENOUGH

TitleGOOD ENOUGH HANDWASHING AIN'T GOOD ENOUGH
BrandP&G
Product / ServiceSAFEGUARD
CategoryF04. Social Behaviour
EntrantSAATCHI & 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

Credits

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

Write a short summary of what happens in the film

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.

Please tell us about the social behaviour that inspired the work

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.

Links

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