Do you read the labels on your household chemicals? Probably not. In fact, most of us don't, which is how 6,000 people end up in the hospital each year with painful injuries. So we came up with a sneaky plan to change this.

The Label Lottery activated Dutch people to dive into their kitchen cabinets and look for the winning line. Those who didn’t find a winning label at least read the safety information, significantly decreasing their chances of future injury. Thanks to the campaign, 1 in 4 Dutch people now carefully follow the safety instructions on their household chemicals. And that makes everyone a winner in the Label Lottery.

We went to the store, bought a large stock of household chemicals, and changed the labels by adding an extra closing sentence: "Congratulations! By reading this label, you just won EUR 1,000!" Without being seen, we placed the products back on the shelves. Then we waited for four whole weeks, and not a single winner called in – just as we'd expected. It was time to launch the “Label Lottery" campaign.

Thanks to the campaign 1 in 4 Dutch people are now carefully following the safety instructions on their household chemicals. That's an increase of 25%.