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One Show 2014

Award Type: Advertising Awards

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Hope Soap [video]

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Industry Public awareness, Public Safety, Health & Hygiene
Media Direct marketing, Case study
Market South Africa
Agency Y&R Johannesburg
Executive Creative Director Rui Alves
Art Director Rowan Foxcroft, Ayesha Mukadam, Justin Joshua, Gareth Owen
Copywriter Nkanyezi Masango, Graham Krige
Producer Rory Bonnes
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Guerilla Marketing in a Promotional Campaign Silver

Credits & Description

Advertiser: SAFETY LAB AND BLIKKIESDORP 4 HOPE
Agency: Y&R SOUTH AFRICA
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: HOPE SOAP
Art Buyer: Ashleigh Hamilton (Y&R South Africa)
Producer: Rory Bonnes (Y&R South Africa)
Art Director: Rowan Foxcroft (Y&R South Africa)
Copywriter: Nkanyezi Masango (Y&R South Africa)
Account Director: Rowena Fester (Y&R South Africa)
Art Director: Gareth Owen (Y&R South Africa)
Art Director: Justin Joshua (Y&R South Africa)
Art Director: Ayesha Mukadam (Y&R South Africa)
Copywriter: Graham Krige (Y&R South Africa)
Chief Creative Officer: Graham Lang (Y&R South Africa)
Executive Creative Director: Rui Alves (Y&R South Africa)
Execution
To increase hand hygiene awareness, we turned soap into the medium. A see-through bar of soap with a small toy inside. The only way for kids to get to the toy, is to use up the soap. The label on the back carried simple instructions. But soap itself promotes a message of healthy hand hygiene and provided children with the solution at the same time.
Strategy
In South Africa, thousands die every year in disadvantaged areas from preventable diseases like typhoid, diarrhoea, pneumonia and cholera. This is due to lack of hygiene. Worst of all, the diseases affect the most vulnerable and innocent - our children.No more is it true than in Blikkiesdorp, an informal settlement in the Western Cape, South Africa. We worked with Blikkiesdorp4hope, an accredited NGO backed by the Safety Lab, an organisation that works with the City of Cape Town. They wanted to increase awareness of hand hygiene and create a habit of hand washing among children in Blikkiesdorp.Research has shown that the simple act of washing hands frequently with soap, is the most effective way of preventing the spread of infection and deadly disease. But providing kids with soap is easy – the biggest challenge is getting them to use it repetitively.
Effectiveness
Hope Soap encouraged a positive change in the behaviour of children in Blikkiesdorp, by instilling the habit of hand washing. Frequent hand washing reduces illnesses by 70% and respiratory infections by 75%. In the end, the children’s small reward was hope a toy, but South Africa’s big reward was hope for a healthier nation.