Lifebouy and OgilvyAction India are stamping a message to improve health and hygiene
Hand washing with soap has been cited as one of the most cost-effective interventions to prevent diarrheal related deaths and disease (Cairn cross, S. Valdmanis V. 2006.). It has the potential to significantly reduce incidents of stomach infections and respiratory problems. A common transmission route for infection causing germs is transference from infected hands to the stomach through food. While many people know that one should wash your hands with soap before having a meal, not many people really practice this habit. Given the fact that Indians primarily use their hands to eat their food, this becomes even more of a concern.
The Maha Kumbh Mela is a massive festival of faith, conducted over 25 days and visited by over 100 million people, who come to pray together, live together and eat together. Many of the Kumbh attendees are from small towns and rural areas. OgilvyAction and Lifebuoy India saw this as the perfect opportunity to reach out to a large group of ordinarily inaccessible sections of society and to get the message across.
The “Roti” is a staple item served with every Indian meal. And the only way to eat it is with your hands. OgilvyAction decided to create a special heat stamp with the message, ‘Did you wash your hands with Lifebuoy?’ They hired promoters to stand in many of the kitchens/dhabas/hotels spread across the Maha Kumbh Mela area and instructed them to stamp 2.5 million fresh rotis with the message. As millions of people settled down to have their meal, they were greeted by a Roti that reminds them to wash their hands before they start eating.
OgilvyAction also put up hoardings and banners across these hotels, and over Allahabad and the Kumbh area to spread awareness regarding hand washing, and to reinforce the fact that Lifebuoy can help prevent serious infections. Moreover, free soaps were provided in these hotels to further encourage the habit of hand washing with soap before eating.
Credits – National Creative Director: Vipul Salvi. President: Samir Gupte.