2013 Winners & Shortlists

The Brief

Every year Dettol run a school’s program to promote healthier hygiene habits in schools across the Middle East. This year we focused primarily on the importance of hand washing as the best defense to fighting off germs and illnesses.

Describe how the promotion developed from concept to implementation

The basic concept was the ‘Germ Stamps’. These worked as a clever mechanic to teach kids in a fun and memorable way. The stamps then became part of an educational kit. Working with multiple teams Dettol developed, distributed and implemented the kits in schools across the Middle East.

Describe the success of the promotion with both client and consumer including some quantifiable results

In terms of results well we weren’t selling any products. We weren’t looking for Facebook or Twitter fans. We weren’t looking for YouTube hits or online impressions. All we were trying to do was promote healthier hygiene habits across the Middle East. The feedback so far is due to the ‘Germ Stamps’ kids don’t need to be told to wash their hands they want to. That’s the only result that matters to us.

Explain why the method of promotion was most relevant to the product or service

The service we were providing was education on germ awareness and the importance of proper hand washing. We had to make this relevant to our target market. So as a kid everything is about having fun they don’t want to learn about mundane stuff like germs and hand washing. Using this insight we turned the boring chore of hand washing into a fun challenge.