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SAVLON HEALTHY HANDS CHALK STICKS

OGILVY MUMBAI, Mumbai / ITC FOODS / 2018

Awards:

Shortlisted Cannes Lions
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This case study shows how Savlon, a new entrant in the Indian FMCG hygiene space, created a positive impact on the health of school kids through an innovative behaviour-change idea.

- Awareness around hand hygiene is low among not just kids but also adults in small town India (Tier 2 and 3 cities).

Most of these children do not wash their hands with soap before meals which in turn affects their attendance and academic progress in school.

- Savlon realised that the solution lay in behavioural engineering and not just advertising.

- We introduced cleansers (soap) infused chalk sticks that could be used to write like normal chalks on slates, but turned chalk-powder on hands powder into soap automatically upon coming in contact with water. This compelled kids to wash their hands, thereby teaching them an important lesson in hand-washing.

- The Healthy Hands Chalk Sticks activity had a positive impact on the behaviour and attitude of kids as well as parents towards handwashing. This cascaded into

increased awareness, trials and usage propelling Savlon to no.3 position in handwash within just one year of the campaign.

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