Fighting disease with behaviour change

Diarrhoea still kills millions of children in developing countries. The best cure: prevention. Washing your hands before eating significantly decreases the chances of getting it.

Enter the Maha Khumb Mela, in India. The largest relegious festival on the planet. Lifebuoy saw this as the pefect opportunity to spread the message where it matters most. More than 2.5 million rotis (Indian bread) were heat-stamped with the message ‘Have you washed your hands with Lifebuoy?’. 

And product was placed nearby the eating spaces to help kickstarting the habit.

Very insightful idea and beautifully shot film from OgilvyAction Mumbai.

Regional Executive Creative Director, Geometry Asia Pacific