Hand-washing Revolution With P&G's Safeguard

Saatchi & Saatchi Shanghai's fun activity encourages Chinese children to wash their hands regularly.

Shanghai - A hand-washing revolution activity designed by Saatchi & Saatchi Shanghai for Safeguard has been running in kindergartens and primary schools around China. The fun activity has the children standing in a row in front of a projector, which projects their hands onto the large screen, showing up bacteria in different colors. The children "picked up" a piece of soap on the screen, and rubbed their hands thoroughly. Voluminous foam immediately showed up on the screen, killing the bacteria completely.

The activity was inspired by the alarming fact that more than 700,000 children nationwide are infected with hand-foot-mouth disease, which is contagious through physical contact. All children like to use their hands to touch objects to explore the world around them, but often they have no idea about the importance of washing hands, so they are easily infected with diseases. NG Fan, Executive Creative Director at Saatchi & Saatchi Shanghai, said, "By the use of games in a simple, direct, and effective interactive way, we hope to encourage children to form the good habit of washing their hands, so that they can avoid those diseases that can be prevented simply by washing hands."

Many parents have reported that since the activity their children have continued the good habit of hand washing as a part of their daily lives, washing their hands more frequently. The health authorities in these regions are upbeat about the long-term effect of the activity, which will continue to be implemented nationwide in a bid to encourage more Chinese children to wash their hands regularly.

See the campaign at: https://vimeo.com/65443278


Executive Creative Director: Fan Ng
Creative Director: Kat Tan, Frankie Fung, Paul Swee
Art Director: Kat Tan, Fan Ng, Chan Hwee Chong, Jenny Chua, Wen Ji, Zhenjiang Chen, Chocolate Huang, Jonathan Chan
Copywriter: Frankie Fung, Joyce Poon, Andrew Lok, Kenny Choo
Interactive Creative Director: Jonathan Ip
Technical Creative: Zhao Yi
Creative Director (Structure Design): Steven Yu
Account Director: Ann Jingco
Planner: Tim Culliane
Agency Producer: Dorothy Zeng, Ran Yin, Queen Wan
Programmer: Henry Chu, Tet Chan
Production: Only Production, Rongyun, Attic
Other Credits: M. Lee, Lucianno Wei, Stuart Hao, Jun Tong, Camden Hauge, Anya Yurchyshyn, Ding Jia Xin, Zhang Yan Li, Zhang Zhi Jian

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