Purpose Awards EMEA 2021: Brand Led - Best Health Cause Campaign

WINNER: Dettol Protects The Frontline by Triple Eight for Dettol.

Purpose Awards EMEA 2021: Brand Led - Best Health Cause Campaign

When the pandemic hit South Africa, public clinics and hospitals became the frontline in the fight against COVID-19. As a purposeful brand, Dettol wanted to lead the country in preventing the spread of the virus, beyond production and sales of its products, to support the government and vulnerable communities in a meaningful way.

Handwashing with soap and clean water was applauded by the World Health Organisation
and the Ministry of Health as the first line of defence against the coronavirus. It is more
affordable and more effective than sanitisers, and addresses a wider variety of diseases
prevalent in South Africa.

With most patients' hand washing techniques falling far short of the correct methods, Dettol
realised it needed to educate effectively but without adding more support staff to sites. The
solution was 'Wash 'N Well', a new purposeful design in handwashing stations that would
make handwashing accessible to millions of people and serve as a platform for education
and safety protocols in clinics.

'Dettol Protects the Frontline Programme' was the largest hand-washing initiative developed
in South Africa, reaching millions of vulnerable people in Covid-19 hotspots and helping
protect the frontline. To amplify awareness to the general public, a high-profile media briefing
was held with the Minister of Health, showcasing the correct techniques for handwashing
with Wash 'N Well, forming the content for a PR and digital campaign. Over six months, the
campaign helped 18 million people and improved hygiene, safety and education. Wash 'N
Well has become the basis of further government and private sector hand-washing
programmes in South Africa and surrounding countries.


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I Am Number 17 by Hill+Knowlton Strategies for Takeda

Project Body Love by Hearst UK and The Story Lab for Philips

New Year's Revolution by Four Nine and Jungle Creations

Feed NHS by Talker Tailor Trouble Maker for Leon

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