Two phases:1)We lobbied for permission from the Communist Government to create this new medium. Permission was granted as the Government understood our message was one of personal hygiene.

2)With permission, we created large wrap posters for each toilet unit in 29 busy and prominent locations around Hanoi. The message was simple and direct: “Washing hands with soap can protect against germs”.

Commuters had never seen ads on public toilets before. It was so different that brand image attributes for Lifebuoy improved dramatically in Hanoi awareness of the hygiene benefit rose by 44%. This compares to no improvements in Ho Chi Minh City where the campaign didn’t run.