SAFEGUARD - The Germ Stamp

WINNER OF:

2 SILVER LIONS @ CANNES ADVERTISING FESTIVAL 2013
1 GOLD + 1 SILVER @ SPIKES ADVERTISING FESTIVAL, SINGAPORE 2013
1 SILVER LION @ CANNES ADVERTISING FESTIVAL 2014

Advertiser/Client: PROCTER & GAMBLE
Product/Service: SAFEGUARD SOAP
Advertising Agency: SAATCHI & SAATCHI Singapore

Bruce Matchett: Executive Creative Director
Jennie Morris: Creative Director
Cinzia Crociani: Art Director
Jennie Morris: Copywriter
Mariuze Jino Argamosa Moreto: Copywriter
Paolo Agulto: Copywriter
Ruth Ibbotson: Art Director
Pei Pei Ng: Art Director
Neel Chaurasia: Global Equity Director - Safeguard
Ann Jingco: Regional Account Director

Celevel Ranoco Butler: General Manager
Ruth Barcelona: Account Manager

Vittorio Badini Confalonieri: Director
Massimo Bettarelli: Director Of Photography
Adam Hussey@FINITO: Editor
Ben Conkey: Colorist
Getty Images: Photographer
Terry Ong: Senior Production Manager

Lolita Ham: Regional TV Producer
Siti Muttalib: Project Manager

RESULTS AND EFFECTIVENESS:
The germ stamp was a hit. Kids made it a part of their daily routine. They didn't just get stamped by teachers, they stamped each other too.

Because of this, regular hand washing in schools increased by an incredible 71% in just one month. Teachers also reported that sick days fell by almost half, and that their jobs became easier because they didn't have to force their students to wash their hands anymore. Most importantly, it cemented Safeguard as a champion against hand-borne germs and illnesses.

The stamp was so successful, client is bringing it to China, Pakistan, and Mexico.

CREATIVE EXECUTION
The only way we could make kids wash their hands was to let them know that the germs are on their hands.

So, we created a germ kids could see and put it on something they love: a stamp.

We brought the stamp to the Philippines and distributed it to public schools. Teachers stamped their students everyday, making the germs visible to the kids. To remove the stamp, kids had to wash their hands with Safeguard for 30 seconds - the same amount of time it takes to kill 99% of germs. Once the kids saw the germs, they became more than happy to wash their hands.

Kids enjoyed the stamp so much, they started stamping germs on each other. Teachers made full use of each stamp, refilling its ink from time to time so they can stamp their students more.

INSIGHTS, STRATEGY AND THE IDEA:
Every year, hundreds of thousands of children fall victim to hand-borne illnesses caused by germs. Hand washing with Safeguard would kill 99.9% of these germs. Problem is, kids don't feel the need to wash their hands because they can't see the germs. Our task was simple: make kids want to remove the germs on their hands.

So, we created a germ kids could see and put it on something they love: a stamp.

We brought the stamp to the Philippines and let teachers stamp kids everyday. To remove the stamp, kids had to wash their hands with Safeguard for 30 seconds - the same amount of time it takes to kill 99% of germs.

Now, that kids see the germs, they became eager to wash their hands. This made Safeguard more relevant to the kids' everyday lives. It also cemented the brand as a hero against hand-borne germs and illnesses.

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