"Washing your hands for 30 seconds is one of the best ways to prevent Covid-19 spread. Used effectively, soap and water can save lives. However, 97% of people wash their hands for an average of only 7 seconds." —World Health Organization.

Lush and Deliveroo needed to disrupt this cycle through a direct initiative to get people to wash their hands for minimum 30 seconds to stop the spread of Covid-19 and keep their audience engaged with their products and services while they are at lockdown.

—"Washing your hands for 30 seconds is one of the best ways to prevent Covid-19 spread. Used effectively, soap and water can save lives. However, 97% of people wash their hands for an average of only 7 seconds." —World Health Organization.

—Lush is a fresh and organic soap brand that relies on their stores to stock and sell their products. Stores were being shuttered. While Lush has an online store, soap is an inherently tactile consumer good that relies heavily on users to be able to see or smell the product before purchase. Our brief was to maintain brand visibility and build affinity for the Lush brand during the lockdown period.

— First weeks of Covid-19 Deliveroo’s business was bleeding, people felt unsafe ordering home delivery. Deliveroo needed to step-in and get people to take measures recommended by WHO to be safe. Washing hands is on top of that list.

To date, the ongoing Covid-19 epidemic has claimed over two million lives and caused incalculable economic devastation. "Research shows that much of the transmission of the virus is due to improper hand hygiene - by simply washing one's hands vigorously for 30 seconds one can completely remove all germs and curb the rates of infection. Soap can save lives. But 97% of people wash their hands for 7 seconds or less." —World Health Organization.

Our idea was to create a bespoke Self Timing Soap that is specifically designed to completely dissolve after 30 seconds of vigorous washing. Once the soap is dissolved you can be sure that you've washed your hands for a sufficient amount of time. we needed to get this in between peoples hands so they can take an action.

Lush makes the soap and Deliveroo - the largest private delivery fleet in the UAE- include samples of our 30 Second Soap with all their food deliveries across the Emirate. Perfect partnership. Lush wanted to get people engaged with their product experience and Deliveroo as a food delivery company they also wanted to be associated with cleanliness and hygiene to encourage people ordering delivery, so both companies' business interests were served simultaneously in the fight of Covid-19.

we https://30secondsoap.com to educate people how to use Self-Timing Soap and why it is important. people placed orders from all around the world not only UAE. and washed their hands effectively for 30 seconds.

We produced over 150,000 thousands of 30-Second Soaps that were made from 100% recycled packaging and biodegradable, soy based inks. As much as the idea seems simple it took an army of experts to get the precise accurate size and share of the soap that can be manageable by different age group's hands size and at same time last for as long is recommended by WHO. This phase took around 4 weeks of development and trial and error.

These soaps were then distributed by the largest fleet in the UAE - Deliveroo delivery drivers, as well as being distributed worldwide (on request) from https://30secondsoap.com and mena.lush.com. In this way, we put Self Timing Soap in the hands of thousands of people across the UAE, and even more across the world.

8,700 soaps were ordered first day. 1,600 individual soaps delivered per day during the campaign window. Over 150,000 soap delivered to various cities in the region and around the world up on request such as schools, churches, collaboration with UN.

Traffic to the Lush website experienced a significant spike with 3,670,00 unique visitors from all over the world. And Self-Timing Soap became the number one googled soap in the UAE. The film was shared and watched by millions of people delivering over 12,753,000 impressions.

Soap can save lives in undeveloped and poverty areas, in this case and during the pandemic The Self Timing Soap saved lives in our region and across the world through a rare and outstanding collaboration between two giant brands Deliveroo and Lush, never happened before in our region, we successfully managed to set an example too many to fellow pursuit.