Cannes Lions

GLOBAL HANDWASHING DAY

LANDOR ASSOCIATES, Cincinnati / PROCTER & GAMBLE / 2009

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Overview

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Credits

Overview

Description

The act of washing one’s hands with soap can dramatically reduce the incidence of diarrheal diseases and pneumonia, which together account for the majority of children’s deaths around the world. The goal of Global Handwashing Day is to make people aware that effective prevention is simple and inexpensive. The first Global Handwashing Day in 2008 was the centerpiece of a week of activities that mobilized millions of people in more than 60 countries across five continents to encourage handwashing with soap.

Execution

Six of our offices around the world joined together to develop the identity, "Better Together." This is an upbeat, positive, and strong visual identity that encourages adoption of a life-saving behavior change without any text, making it appealing and easily understood by adults and children all over the world. The characters holding hands communicate that when water and hands are brought together with soap, health is the result—and health is worth smiling about. We provided identity guidelines and sample applications, as well as environmental concepts for future events that could drive further awareness of this vital cause. The identity has been very well received and was successfully translated into materials for the promotion of the inaugural event.

Outcome

Nearly 80 countries participated in awareness of Global Handwashing Day for 2008, where playgrounds, classrooms, community centers, and the public spaces of towns and cities were awash with activity to drive handwashing behavior change on a scale never seen before, bringing the critical issue center stage.

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