Challenge

The Campaign

Challenge

Stage 1. Build awareness by making the concept of hand washing

viral on Global Hand washing Day
Stage 2. Launch campaign across schools to mobilize support
among school children

Stage 3: Create actionable steps through Adopt Household

campaign

Pre-Contemplative
Contemplative
Preparing
Action
Maintaining
Advocacy

Founded on October 15th, 2008, the Global Hand washing Day was initiated to create awareness
especially amongst schoolchildren regarding the importance of washing hands with soap to
prevent diseases like pneumonia and diarrhoea.

1. Make video viral

Challenge
Video Launch on Facebook

Google Doodle in association with UNICEF

Redirects viewers to Google search page,

our campaign uses similar descriptive to
appear in natural Google search in addition
to appear as AdWords result

Reach global audience of over 1 B

sensitizing them to importance of hand
washing in preventing diseases like
diarrhoea and pneumonia

Currently the video is aired on YouTube

which doesnt allow sharing the video
without log in
Embed on Facebook to make easier to share
and like the video; 693 M Facebook users
versus 280 M YouTube users

Capture the emotion

At the end of the video we want to leave the
viewer with a message of supporting the cause by
giving a missed call to
55555 55555

2. Germ Fighter Program

Identify states/regions across nations for launch of the Germ Fighter Program and further
select top 15 schools in each of top 5 cities to participate in the first phase of the program

Challenge

Distribute pledge forms to students to be filled after watching the video with parents
The form will include details about adopt a household program, the hand washing
campaign, YouTube videos and Facebook links
The pledge includes an oath to promote hand washing and a suggestion to eradicate
diseases due to lack of hygiene

Students with filled forms will get I am a Germ Fighter smiley badge
Participating schools are encouraged to capture their support to the
cause for e.g a human 5 and upload on the campaign Facebook page
Award and Recognition to Best school in each city and coverage in local
media before it is rolled out to smaller schools of the city

3. Adopt a Household
This program is aimed to ensures that every family takes
responsibility of inculcating hand washing habit to at least one
household like that of a maid, servants and other household
workers in their locality
For example in Indore, number of households is 649,540 and
the number of households having domestic help would be
around 20% or 1,29,508

Challenge
20%
80%

Households without maid

Households with maids

Use of flyer as part of product packaging consisting of the information about the
campaign and a reminder to support the cause

4. Title

Challenge

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