Campaign details

Advertiser: ANGFA
Brand: Save Soap Project
Agency: McCann Health Japan
Country: Cambodia, Japan

Campaign Summary

According to UNICEF, 6000 children die every day in developing countries from infectious diseases - often transmitted through dirty hands. This Inspired ANGFA, a Japanese health and hygiene company to take the Japanese sales of their germicidal soap and 'gift' the same amount to the children of Cambodia - where hand-washing is not a part of the culture. But soap wasn't enough - they needed to educate the children that soap doesn't just clean their hands - it can also change their futures. The Washable Book is a low-tech innovation that transforms reading into a physical activity to inspire behavioral change. The book's characters reach their colorful futures only by having their dirty hands physically washed on the pages. The repeated action helps the children make the connection between hand washing and reaching their future goals. Over 1.5 billion media impressions in three weeks resulted in 18 times more bars of soap being gifted than projected. Reprinting is in progress for roll-out into other developing countries. But most importantly, the Washable Book is changing children's futures, by changing their behavior.

Marketing Context