Safeguard Teams Up With Saatchi & Saatchi Singapore to Fight the Invisible

'Germ Stamp' beats bacteria by making handwashing fun for Filipino schoolkids.

Singapore - Every year, thousands of Filipino children fall victim to illnesses caused by hand-borne germs. Hand washing with an anti-bacterial soap would kill 99.9% of these germs. But because kids can't see the germs, they never bother to wash them away.

So Safeguard, with the help of Saatchi & Saatchi Singapore, created a germ kids could see and put them on something kids love: a stamp. They distributed the stamps to teachers, who then stamped their students every day. To remove the stamp, students had to handwash with Safeguard for 30 seconds - the same amount of time it takes to kill 99.9% of germs.

The stamp was a hit. Kids were more than happy to wash away the stamps. And in just one month, regular hand washing in schools increased by 71% and sick days fell by half. All because of a cheap stamp and a bar of Safeguard soap.


Executive Creative Director: Bruce Matchett
Creative Director: Jennie Morris
Art Director: Cinzia Crociani, Ruth Ibbotson, Pei Pei Ng
Copywriter: Jennie Morris, Jino Moreto, Paolo Agulto
General Manager: Celevel Butler
Global Equity Director: Neel Chaurasia
Account Manager: Ruth Barcelona
Regional Account Director: Ann Jingco
Traffic Manager: Siti Muttalib
Agency Producer: Lolita Ham
Director: Vittorio Badini Confalonieri
Director of Photography: Massimo Bettarelli

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