Savlon Swasth India Mission is a programme from the ITC Personal Care brand to bring about behavioural change towards washing hands amongst children.
Ahead of Children's Day (14 November), the brand has unveiled a video of one of its on-ground initiatives to promote handwash. The initiative, conceptualised by Ogilvy, sees the infusion of cleansers (soap) into chalks, branded as 'Savlon Healthy Hands Chalk Sticks'.
These chalk sticks can be used to write on slates like normal chalk. When children wash their hands with water before eating, the chalk on their hands works like soap. It is rooted in the premise that children wash hands with water, and don't have a habit of using soap.
Sameer Satpathy, chief executive, personal care products business, ITC, said, “Hand hygiene is a critical issue. We believe, to induce behavioural change among children, the process of communication and education has to be fun, engaging and memorable. In that context, Savlon Swasth India’s ‘Healthy Hands Chalk Sticks’ is a simple yet interesting innovation. It is an engaging way to educate children on the importance of washing hands especially before eating. This is one of the various educational tools deployed by the Savlon Swasth India team to help initiate children into the habit of washing hands.”
(Amended at 13:40 hrs to reflect that Savlon is an ITC Personal Care brand. The error is regretted.)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
18 hours ago
Ray had joined the agency in 2018
18 hours ago
Account won post a multi-agency pitch