Don't forget to wash your hands
A Japanese soap company has launched a picture book that teaches children in third world countries how to wash their hands. When the pages are washed, new pictures become visible.
6000 (!) children die every day in third world countries from infectious diseases transmitted by dirty hands. The problem: in many countries, hand washing is not part of the culture - germs and bacteria can spread and be transmitted unhindered.
The Japanese soap company Angfa is "using" the tragedy for an image and awareness-raising campaign and has developed a simple but effective tool with the help of the McCann agency. The "Washable Book" shows hands that need to be washed. The highlight: if you wash them with soap, new, colorful images of the story become visible. Great effect - without any electricity. Paper can do it.
The books are distributed in third world countries together with soap. The McCann Japan agency is delighted that the campaign has led to a total of 1.5 billion media impressions and a 1730% increase in Angfa sales. And if the book really does save children from pneumonia, diarrhea or malaria, this even justifies the slightly pale aftertaste that such "we'll show them how it's done" campaigns always have. (hae)
