Savlon Swasth India Mission presents the ‘Chain of Protection’
Hand hygiene has been a critical conversation and with the outbreak of the Pandemic, hand hygiene today has become a global priority. It is one of the most effective actions to help reduce the spread of COVID-19. On World Hand Hygiene Day, Savlon Swasth India Mission reiterates the critical role of hand hygiene in infection prevention with its ‘Chain of Protection’.
In a fun and interactive social outreach, the initiative urges everyone to adhere to a hand hygiene routine to help build a chain of protection. Savlon Swasth India Mission’s Chain of Protection is a community-driven inclusive approach towards encouraging good hand hygiene practices and help break the chain of infection.
The film conceptualised by Ogilvy India, is an interesting and enjoyable narrative which opens with children and adults as protagonists sanitising their hands and passing on the sanitiser to a friend. The hand sanitiser is passed from one screen to the other to virtually build the chain of protection. The treatment is light and relatable to bring a smile and also encourage more people to join the chain and grow the chain of protection. The film with its peppy background score also alleviates the sombre mood. The ingenuity of the film lies in the authentic and optimistic presentation of each individual including Savlon’s brand ambassador and famous Bollywood artiste, Boman Irani, sharing the hand sanitiser to ensure good hand hygiene.
Fritz Gonsalves, Group Creative Director and Jayesh Raut, Senior Creative Director at Ogilvy India, said, “Savlon Swasth India has always been about inculcating good hand hygiene habits. Right now, the most important thing to do is to make sure everyone around us including ourselves maintain good hand hygiene. As it is for the collective good of everyone. So, for World Hand Hyginee Day, that’s exactly what we did – Remind everyone that we are in this together and that together we can defeat the chain of infection.”
The Savlon Swasth India Mission programme has been a front runner in driving behavioural change towards good hand-hygiene habits since its inception in 2016. It has reached over 15,000 schools in 82 cities and nearly 5.6 million children with its innovative outreach. The ongoing program has delivered measurable success in effectiveness to help inculcate hand hygiene habits in primary school children. With innovation in product and communication at its core, ITC Savlon has initiated numerous initiatives over the years like the Savlon Healthy Hands Chalk Sticks and Savlon ID Guard. Last year, the brand commemorated Hand Hygiene Day, by introducing the “Germ Fu” Video, an exciting way to teach kids how to properly wash their hands inspired by martial arts.