Safeguard: BRING GERMS TO LIFE

Credits & Description:

Advertiser: SAFEGUARD
Agency: SAATCHI & SAATCHI
Category: Fast Moving Consumer Goods (not including food)
Advertising campaign: BRING GERMS TO LIFE
Art Director: Chan Hwee Chong (Saatchi & Saatchi)
Other Credits: Anya Yurchyshyn (Saatchi & Saatchi)
Copywriter: Frankie Fung (Saatchi & Saatchi)
Art Director: Fan Ng (Saatchi & Saatchi)
Executive Creative Director: Fan Ng (Saatchi & Saatchi)
Post Production: I Do Post Production House (I Do Post Production House)
Copywriter: Kenny Choo (Saatchi & Saatchi)
Interactive Creative Director: Jonathan Ip (Saatchi & Saatchi)
Copywriter: Joyce Poon (Saatchi & Saatchi)
Other Credits: Jun Tong (Saatchi & Saatchi)
Production House: Only Production (Guangzhou) (Saatchi & Saatchi)
Creative Director (Structure Design): Steven Yu (Saatchi X)
Programmer: Tet Chan (Pill/Pillow Hong Kong)
Producer (Production): Zhang Yan Li (Agency)
Producer (Production): Zhang Zhi Jian (Agency)
Technical Creative: Zhao Yi (Saatchi & Saatchi)
Art Director: Zhenjiang Chen (Saatchi & Saatchi)
Copywriter: Andrew Lok (Saatchi & Saatchi)
Account Supervisor: Ann Jingco (Saatchi & Saatchi)
Art Director: Chocola (Saatchi & Saatchi)
Producer: Dorothy Zeng (Saatchi & Saatchi)
Photographer: Jacky Ma (Agency)
Art Director: Jenny Chua (Saatchi & Saatchi)
Interactive Art Director: Jonathan Ip (Saatchi & Saatchi)
Art Director: Kat Tan (Saatchi & Saatchi)
Other Credits: M. Lee (Saatchi & Saatchi)
Creative Director: Paul Swee (Saatchi & Saatchi)
Producer: Queen Wan (Saatchi & Saatchi)
Other Credits: Stuart Hao (Saatchi & Saatchi)
Planner: Tim Culliane (Saatchi & Saatchi)
Art Director: Wen Ji (Saatchi & Saatchi)
Other Credits: Camden Hauge (Saatchi & Saatchi)
Director (Production): Ding Jia Xin (Agency)
Creative Director: Frankie Fung (Saatchi & Saatchi)
Programmer: Henry Chu (Pill/Pillow Hong Kong)
Creative Director: Kat Tan (Saatchi & Saatchi)
Photographer: Keno Zhao (Agency)
Production House: Ltd (Saatchi & Saatchi)
Other Credits: Lucianno Wei (Saatchi & Saatchi)
Producer: Ran Yin (Saatchi & Saatchi)
Production House: Shanghai Rongyun Advertisement Co. (Saatchi & Saatchi)
Art Director: Xiao Kun (Saatchi & Saatchi)

Relevancy
The best way to teach kids is through play, so using a Kinect sensor and a laptop projection system we brought germs to life with a simple game to teach them hand hygiene. We started at a school in rural province Shanxi to reach kids where they needed it most.

Implementation
So, we created an interactive game in which the invisible world of germs comes alive!

Outcome
Due to its simple set-up and fun approach, the game was a resounding success and quickly extended to other schools and kindergartens across China as a school program. It also became part of Global Handwashing Day 2012, which achieved wide media coverage with over 221,636,000 earned media impressions (only counting TV, Print and Social Media).

Client Brief Or Objective
Even in 2012, Hand-Foot-Mouth Disease remained a serious health issue in China, with over 700,000 cases reported in May 2012. And the main cause of this epidemic? Dirty hands.Children love to play with their hands; it’s how they learn about the world around them. But children aren’t in the habit of washing their hands because they can’t see why they need to wash them.Our challenge was to teach children about the hidden germs lurking on their hands in a fun and engaging way.