Lifebuoy hand soap, the product for which the campaign was carried out, has no communication restrictions. It is a product allowed to be sold freely in pharmacies and supermarkets.

Under the creative concept of “what’s in your stuff it’s in your hands”, we decided to use samples of some of the most commonly used elements in people's lives (smartphone, joystick, bill) and showed them in giant Petri dishes, in order for fungi and bacteria to grow and be visible at plain sight. Thus, we made a campaign by putting people in direct visual contact with the bacteria with which they coexist day by day.

On the execution level, we integrated a standard OOH support to a giant petri dish. It was filled with a laboratory culture medium and seeded with samples taken from a joystick, a smartphone and a bill.

On the aesthetic level, we chose a sober design, with no details, in the same style as the classic elements that live in a laboratory. We used transparent acrylic, petri dishes’ material which are used in labs. Its dimensions were 90 cm of base, by 170 cm of height.

The contribution of this campaign to the brand, is to convert the problem in the element of it. We do not resort to persuasive speech, but simply expose people to the problem itself, by which they should wash their hands. Through the exhibition of the bacteria contained in elements of daily use, we generate impact and an appeal to action and to use the product directly. Culturally, to see that elements of daily use are full of harmful bacteria and fungi, is an immediate generator of consciousness.

The campaign was seen by more than 1 million people (a third of Uruguay’s population), in just 15 days, since it was located in the shopping mall with the highest traffic in the country.

This work is relevant to Direct and Promo & Activation because it was done to remind and raise awareness about the importance of handwashing, commemorating World Handwashing Day.

The message of the campaign is aimed at a broad audience, seeking to raise awareness about such an important issue and calling them to maintain proper hygiene.

It is important to remember that only 17% of people wash their hands regularly, exposing themselves to contracting illnesses that they could easily avoid.

Worldwide, Lifebuoy strives to make people aware that regular handwashing is a health prevention element. Within the World Handwashing Day and with a limited budget, we decided to create a high impact action in one of the areas with the highest traffic in the city.

That’s why the campaign takes great relevance, as it shows first-hand to a wide audience the bacteria that live in their everyday elements (smartphone, joystick, bill). The public is broad, because it’s an issue that cuts across any age, economic and social level.

Bacteriads, Lifebuoy’s 2016 campaign was held on the occasion of World Handwashing Day. Only 17% of people wash their hands regularly, that's why we decided to remind people and raise awareness about the issue.

For this purpose, three billboards were exhibited for two weeks in the busiest shopping mall in Montevideo, in which we exhibited the bacteria that live in the most common objects of our daily life. We created three giant petri dishes, the size of OOH supports.