Spikes Asia

Washable Book

McCANN TOKYO, Tokyo / ANGFA / 2018

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Overview

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Credits

Overview

Background

According to UNICEF - in developing countries, 6000 children die every day from infectious diseases - often transmitted through dirty hands. This inspired ANGFA, a Japanese health and hygiene company to take the Japanese sales of their germicidal soap and ‘gift’ the same amount to the children of Cambodia - where hand washing is not a part of the culture.

But soap wasn’t enough - they needed to educate the children that soap doesn’t just clean their hands - it can also change their futures.

Description

The Washable Book is a low-tech innovation that transforms reading into physical learning, to inspire behavioral change. The book’s characters reach their colorfully healthy futures only by having their dirty hands physically washed on the pages. The repeated action helps the children make the connection between hand washing and reaching their own future goals.

Execution

As the first phase, 500 books were published in December 2017 to be gifted into the hands of children at elementary schools in rural areas of Cambodia - together with the germicidal soap. We partnered with two NGOs, 'SHARE' and 'Japan Philanthropic Association', to teach children the importance of hand washing with the Washable Book at schools and even in their own homes.

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