Dettol Case study DETTOL STAMPS [video] by CARE DIRECT Sharjah, Havas Worldwide Dubai

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Industry Soaps
Media Case study
Market United Arab Emirates
Agency CARE DIRECT Sharjah
Agency Havas Worldwide Dubai
Associate Creative Director Paul Barrass
Executive Creative Director Martin Wright
Illustrator Steve Simpson
Released January 2013


Kinsale Shark Advertising Festival 2013
International Ambient Live Event Bronze

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertising campaign: DETTOL GERM STAMPS
Senior Account Executive: Ayham Homsi (Havas Worldwide Dubai)
Senior Art Director: David Bowen (Havas Worldwide Dubai)
Marketing Director : Frank Koch (Reckitt Benckiser Arabia)
Group Account Director: Jamie McAinsh (Havas Worldwide Dubai)
Senior Brand Manager - Dettol: Leon Vercueil (Reckitt Benckiser Arabia)
Assistant Brand Manager - Dettol: Mai Daoud (Reckitt Benckiser Arabia)
Dubai Office Head: Peggy Kotoula (Care Direct Middle East)
Illustrator: Steve Simpson (Independent Illustrator)
Executive Creative Director: Martin Wright (Havas Worldwide Dubai)
Associate Creative Director: Paul Barrass (Havas Worldwide Dubai)
Account Director: Youmna Boustani (Havas Worldwide Dubai)
Category Marketing Director : Refik Oner (Reckitt Benckiser Arabia)
Senior Copywriter: Ross Hardiman (Havas Worldwide Dubai)
Senior Account Executive: Tihana Begovic (Havas Worldwide Dubai)
The service we were providing was basic hand hygiene education. The World Health Organisation recommends that hand washing should take 40-60 seconds with the proper technique to effectively remove germs from your hands. This meant that we had to create an engaging way to teach the children to wash their hands for the correct time and still have fun while doing it.
The concept was ‘germ stamps’. These worked as a clever mechanic to teach children basic hand hygiene in a fun and memorable way. These stamps became an integral demonstration mechanic in the education kits used at the schools. Working with several teams, Dettol developed, distributed and implemented the kits across schools across Saudi Arabia, Kuwait, UAE and Oman.
Client Brief Or Objective
Every year Dettol runs a schools programme to promote healthy hygiene habits in schools across the Middle East as part of the brand’s grass roots initiative. In 2013 we primarily focused on educating children on the importance of avoiding illnesses and fighting off germs by washing their hands properly.
We wanted to promote healthier hygiene habits and since the 2013 schools program launched, we had great success in take up of the stamps in the kits in schools. The programme was endorsed by the Arab Hygiene Council and Ministries of Education & Health in the countries we operated in. By the end of the first year, we will have reached over 2,000 schools across Saudi Arabia, UAE, Oman and Kuwait and our message of hygiene will have been stamped on 1.2 million children.